MANAGEMENT OF THE COMPETITIVE ENVIRONMENT OF AN ENTERPRISE IN THE CONDITIONS OF CHANGE

Modern enterprises operate in an environment characterized by rapid change, globalization of market processes and growing uncertainty. The competitive environment is constantly influenced by both external and internal factors, including political stability, level of education, cultural traditions, changes in lifestyle, the company’s immediate environment, the quality of human resources, the effectiveness of communication and motivation, development strategies and the ability of enterprises to quickly adapt to new conditions. In this regard, the ability to effectively manage an enterprise in conditions of constant change becomes especially important for modern managers. In the process of research, the works of modern scientists were analyzed, as a result of which it was determined that one of the main problems is that classical methods of managing the competitive environment do not meet the modern challenges of constant change. This requires continuous observation, in-depth analysis of the data obtained and identification of the most effective ways to ensure effective management of the competitive environment. The purpose of this work is to identify effective areas of management of the competitive environment of an enterprise in conditions of change. The article pays attention to the issue of managing the competitive environment of an enterprise in the conditions of change, considers the controllable areas of competitive environment management, which the enterprise management can influence and minimize or avoid external and internal risks. An organizational and economic model has been developed, the key block of which is the proposed stages of selecting priority areas of managing the competitive environment of an enterprise based on the analysis and assessment of each of them. The result of making and implementing decisions on ensuring the management of the competitive environment of an enterprise within the framework of the developed organizational and economic model by implementing the proposed stages of selecting priority areas of effective functioning of the enterprise is expected to be an intensification of the level of development of the enterprise, in particular, an increase in the level of its competitiveness and the creation of a competitive environment and prerequisites for long-term successful functioning in the conditions of change.