Marketing mix in forming competitive advantages of Ukrainian enterprises

Abstract

The relevance of the study is determined by the need to strengthen the needs of domestic enterprises to rethink approaches to the effective organization of marketing activities and the management of marketing tools.

The purpose of the article is to study the theoretical and methodological principles of substantiating the need to form sustainable competitive advantages of enterprises by actively integrating the marketing mix tools into their activities. The study analyzes the transformation of the content of the concept of "competitive advantage of an enterprise" in the works of Ukrainian scientists in the period 2005–2025. It is proposed to consider the concept of "competitive advantage of an enterprise" as values that an enterprise possesses and which can be measured through qualitative or quantitative indicators of its activities. This will contribute to the formation of opportunities for attracting potential customers and retaining regular customers.

In this sense, it is advisable to manage the competitive advantages of an enterprise taking into account several scientific approaches, in particular customer-oriented, value-competence and innovation. Their application allows the enterprise to respond more quickly to market changes, determine its own set of key competitive advantages and develop directions for strengthening competitive positions.

The article considers the main components of the marketing mix model and provides a brief description of them. The need to increase the requirements for the marketing activity of enterprises to ensure the high-quality use of the components of the marketing mix, taking into account their importance in achieving strong positions in competition, is substantiated. It is proven that the importance of the influence of the elements of the marketing mix on the competitive positions of the enterprise depends on the chosen method of competition, in particular on the use of price or non-price methods of competition.

It is recommended to use the elements of the 4P marketing mix model — product, price, distribution, and promotion — as the basis for forming sustainable competitive advantages of an enterprise.