Strategic guidelines to ensure competitiveness of enterprises in terms of digitalization

The article is devoted to the definition of strategic guidelines for ensuring the competitiveness of enterprises in the context of digitalization. Special attention is paid to the key characteristics of enterprise competitiveness. The features of the influence of digital trends on the competitiveness of enterprises are analyzed. The factors that affect the competitiveness of enterprises in the context of digitalization are characterized. It is determined that internal factors, such as investment in technology and qualification of personnel, are the basis for adaptation to digital changes, while external factors, in particular competition and technological innovations, determine the opportunities for growth and development in the global market. It is substantiated that the analysis of competitiveness of an enterprise should be aimed at assessing its level in the context of competition, identifying factors and reasons determining success or failure, as well as determining the main competitors and conditions prevailing in the industry. SPACE-analysis of the activities of Intertop Ukraine LLC was conducted, which showed that the company is in a competitive strategic state, which is typical for an attractive industry with development prospects. Some aspects of formation of the strategy of increasing the competitiveness of enterprises in the context of digitalization are characterized, in particular, strategic guidelines and stages of formation of the strategy of increasing the competitiveness of enterprise are defined. It has been substantiated that the effective use of digital technologies in combination with innovative approaches to management, flexibility of strategies and sustainable development will allow enterprises not only to maintain their competitive positions, but also to achieve sustainable success in the conditions of the modern economy, accordingly, digitalization acts not only as a tool, but also as a strategic vector of transformation, capable of radically changing approaches to ensuring competitiveness. It is determined that ensuring the competitiveness of enterprises in the context of digitalization is a process of continuous improvement based on innovation, effective management of resources and value creation for customers, and the synergistic integration of these elements will allow enterprises to ensure sustainable development, maintain competitive positions in the market and adapt to the conditions of a dynamic economic environment.