The essence and approaches to defining the concept of "competitive positions of an enterprise"

The paper explores the essence of the concept of "competitive position of an enterprise," its key characteristics, and the main approaches to its definition. Classical methods for assessing competitive positions, including SWOT analysis, the BCG matrix, Porter’s Five Forces model, and the McKinsey/GE matrix, are examined, highlighting their advantages and disadvantages in modern conditions. Particular attention is paid to the impact of digital technologies, including artificial intelligence, big data analytics, and automated assessment algorithms, which enhance the accuracy and objectivity of competitive position analysis. The paper analyzes positional, resource-based, comparative, strategic, and comprehensive approaches to defining competitive positions, their interactions, and the possibility of combined application for a more complete assessment of a company's market standing. An improvement of classical methods for determining competitive positions is proposed by integrating digital tools, which contributes to increasing strategic management efficiency and accelerating decision-making processes. Examples of Ukrainian companies successfully applying modern approaches to shaping and strengthening competitive positions, including "Nova Poshta" and "Rozetka," are provided. It is proven that the integration of traditional and innovative assessment methods enables enterprises to adapt more quickly to market changes, utilize internal resources more effectively, enhance competitiveness, and ensure long-term stability. The paper substantiates the concept of a dynamic multi-vector competitive position of an enterprise, which considers not only its market share and competitiveness but also its adaptability, digital integration, innovation potential, and socio-economic challenges. Prospects for further research in this field are outlined, focusing on the development of automated monitoring and forecasting systems for enterprise competitive positions based on modern technologies.