Theoretical bases of ensuring the competitiveness of the enterprise

Relevance of the research topic. Modern conditions of dense competition and increasing negative impact of environmental factors are leaded to the constant search for domestic enterprises to maintain and strengthen its market position. Formulation of the problem. Fixing the market position maximum possible coverage of the segment and the relatively constant functioning in the market plane become the primary tasks of ensuring competitiveness today. Setting goals and objectives of research. The purpose of the study is to clarify the essence of the concept of « competitiveness of enterprise». In the process of it achieving the following tasks are solved: the evolutionary approaches of the theory of competition are systematized, the modern vision of the definition of «competition» is specified and its key features are determined; a comparative analysis of scientific approaches to defining the concept of «competitiveness» is carried out. Research method or methodology. The research was conducted using the methods of analysis, synthesis, theoretical generalization and systematization, comparative analysis, scientific abstraction and graphic construction. Results of the research. The author’s vision of the essence of the concept of «competitiveness» is given in the article, the concept of «competition» is specified, its key features are singled out, which correspond to the market records of today. Method or methodology of research. The research is carried out using methods of analysis, synthesis, theoretical generalization and systematization, comparative analysis, scientific abstraction and graphic construction. The results of the research. In the article the author’s vision of the essence of the concept of «competitiveness» is presented, the concept of «competition» is clarified, its key features is distinguished that are corresponded to the market records of today. Field of application of results: marketing research, advertising business, formation of competitive strategy, strategic management of the enterprise, commodity policy of the enterprise, e–commerce. Conclusions by article. It is established that the priority in the interpretation of competitiveness is strategic and managerial approaches, it is proposed to determine the competitiveness of the enterprise – this is the ability to timely respond to changes in market demands that delve into continuous competition through the effective application, combination or creation of such competitive advantages that can potentially give the enterprise a temporary monopoly position in the market