Formation of the competitive strategy of the enterprise in conditions of the knowledge economy: theoretical approach

Abstract

It is noted that in modern economic conditions, the success of any enterprise largely depends on its competitive position. Sustainable competitiveness allows enterprises not only to win in the market struggle, but also to take timely measures to respond to changes in the external environment. An effective competitive strategy allows you to get a unique product, the price, quality and properties of which will meet the needs of consumers. The purpose of the paper is to substantiate the theoretical provisions regarding the formation of the competitive strategy of the enterprise. The methodological basis of the research is the scientific works of the classics of economic science, the works and publications of leading scientists and specialists who investigate the issue of forming a competitive strategy of the enterprise. In the research process, such methods as analysis, synthesis, comparison, descriptive-analytical, system-structural were used. It is emphasized that the achievement of strategic commercial goals and the ability to function effectively for a long time are the basis of competitiveness, which for the enterprise, due to its unique properties, surpasses the existing one on the market and is more attractive for consumers in a certain segment of the economy in the long term. The formed competitive strategy for the enterprise has appropriate properties and acts consistently and systematically. It solves a whole range of tasks focused on researching the environment, market segments, competitors' activities, and the company's capabilities. All of them make it possible to implement such a competitive strategy that will allow the enterprise to remain flexible and at the same time have a high level of financial stability, solvency, ensure its high cost, efficiency of production processes and product quality, which, in turn, will allow it to be competitive on the relevant market.