Mechanism to ensure the competitive strategy of the enterprise

Chatchenko Tatiana
Ph.D., Assoc. Department of Economic Theory and Economic Management Methods, VN Kharkiv National University Karazina, Kharkiv, E-mail:chatchenkotv@gmail.com, ORCID ID: https://orcid.org/0000-0003-2069-0670

Mangushev Dmytro
Ph.D., Assoc. Department of Marketing, Management and Entrepreneurship, VN Kharkiv National University Karazina, Kharkiv, E-mail:d.v.mangushev@karazin.ua, ORCID ID: https://orcid.org/0000-0001-8795-164X

Gerasichkin Victor
student of the Department of Economic Theory and Economic Methods of Management, VN Kharkiv National University Karazina, Kharkiv, E-mail:gerasickinviktor3@gmail.com, ORCID ID: https://orcid.org/0000-0002-0156-7995

Cite this article:

Chatchenko T., Mangushev D., Gerasichkin V. (2022) Digitalization: marketing trends and sales platforms. Ed.: V.V. Kovalenko (ed.-in-ch.) and others [Mekhanizm zabezpechennia konkurentnoi stratehii pidpryiemstva; za red.: V.V. Kovalenko (gol. red.)], Scientific Bulletin of the Odessa National Economic University (ISSN 2313-4569), Odessa National Economics University, Odessa, No. 5-6 (294-295), pp. 88-96.

Abstract

Purpose.The goal is to summarize the development of a competitive strategy with an indication of performance indicators. Method. The research used both general scientific research methods, such as analysis and synthesis for the analysis of research by scientists and business literature, generalization - for the generalization of the algorithm for developing strategies and approaches to the formation of competitive articles, special methods, including financial analysis for the formation of the necessary performance indicators enterprises, matrix methods - for analyzing competitors, and others. Results. As a result of the conducted research, we generalized the algorithm for developing a competitive strategy of the enterprise in the context of the strategic profile of the enterprise, proposed a generalized group of indicators that can be used both when setting goals and when analyzing the effectiveness of the implementation of this strategy. Special emphasis is placed on the analysis of the external environment of the enterprise and its indirect competitors and leading enterprises of other types of activities for the possible use of better experience and practices in their activities. Practical importance. The practical significance lies in the possibility of applying a generalized strategy development algorithm and a set of indicators for evaluating the company's competitive position, which can be used both when setting goals and when assessing the level of achievement of strategy goals. Benchmarking of leading enterprises of other types of activities, whose experience can be used in the company's activities, is also of great importance.

Keywords

competitive strategy, benchmarking, external environment, performance indicators.

JEL classification: L100; DOI: 10.32680/2409-9260-2022-5-6-294-295-88-96

UD classification: 658:005.332.438.28:339.138

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