Marketing approach to assessing the competitiveness of an enterprise

Abstract

The development of the modern market economy and information technologies, along with the intensification of the economic and political situation in Ukraine, creates a need to explore methodological approaches for assessing the competitiveness of enterprises. This process must consider the interests of producers as well as the needs and capabilities of consumers to promote a more effective adaptation of enterprises to changes in both external and internal environments.

In this context, a marketing approach to evaluating the competitiveness of enterprises is becoming increasingly important, requiring the development of a broader concept that forms the foundation of this process. Therefore, the issue of creating an effective system for assessing enterprise competitiveness based on marketing principles becomes particularly relevant, as it will enable businesses not only to maintain their position but also to respond promptly to competition and shifts in the macroeconomic environment.

Many well-known foreign and domestic scientists have made significant contributions to the development of the theory of competitiveness and the methodologies for its evaluation. However, modern market conditions-characterized by high dynamism, globalization, and rapid development of digital technologies-demand new approaches to evaluating an enterprise’s competitiveness on marketing grounds. The use of a marketing concept, oriented toward consumer needs and market trend analysis, allows for the synthesis of traditional methods of assessing competitiveness with new digital technologies.

The aim of the article is to analyze the theoretical aspects of assessing an enterprise’s competitiveness in order to ensure its successful functioning in a changing market environment.

Based on the research conducted, a marketing approach to evaluating enterprise competitiveness has been substantiated, and a methodological toolkit for assessing competitiveness on the basis of marketing principles has been proposed.

Competitive advantages are indeed the key to attracting customers and ensuring stable development. Therefore, in the context of long-term planning, companies should focus on a marketing approach to creating and assessing sustainable competitive advantages, which will be crucial for success in a competitive environment.