THE ESSENCE AND METHODOLOGICAL APPROACHES TO ASSESSING THE COMPETITIVE ENVIRONMENT

Abstract

An increasingly important role in the efficiency of the enterprise is played by factors that affect the changes that occur directly in the environment of enterprises, since they have the greatest impact on the internal environment of the enterprise and determine both the general development strategy and marketing competitive strategies that allow to maintain and achieve certain competitive advantages. In the conditions of increased competition, constant monitoring of the competitive environment is an important condition for ensuring a high level of competitiveness of the enterprise. A feature of the competitive environment at the current stage of development is mobility and dynamism. This makes it necessary to distinguish the types of competitive environment according to another feature - the dynamics of market changes. On the basis of this characteristic, an active competitive environment is distinguished, which is characterized by a high level of mobility and dynamism, economic entities actively apply various measures of competitive struggle, their interaction has a clearly expressed character. A passive competitive environment implies insignificant dynamics in the parameters of the external environment. Competition is an integral component of the market economy and a powerful engine of economic development, an important criterion for the expediency of the enterprise's functioning, its adaptation to the changing conditions of the economic activity environment, and ensuring its sustainable competitive advantages in the sales markets. Competitiveness, its factors and advantages are collectively characterized by a competitive environment. In the conditions of increased competition, constant monitoring of the competitive environment is an important condition for ensuring a high level of competitiveness of the enterprise. The modern market of any product is a changing dynamic entity, the activity of the actions of its subjects on which determines the constant changes in the environment of the enterprise. The competitive environment is formed under the influence of a significant number of factors that determine both the external conditions and the peculiarities of the interaction of subjects.