Marketing complex of enterprises’ cjopetitiveness

Methods. This paper presents a critical review of the positions held by domestic and international scholars regarding the substantive content of the concept of enterprise competitiveness. The author’s perspective on addressing this issue is proposed. Results. It has been proven that the main reason for the existing challenges in assessing the competitiveness of market players is the complexity of the concept itself, along with the variability of its manifestations and the methods for identifying levels of enterprise competitiveness. This necessitates the application of a comprehensive approach to understanding the characteristics of forming and recording the manifestation of competitive capabilities of enterprises, as well as determining the areas of their activities where competitive decisions and actions are realized. The main sources of enterprise competitiveness formation are examined, and a definition of its content is proposed as a comprehensive characteristic of the competitive position of enterprises in their primary markets, where they act as sellers of finished products and buyers of resources for production activities. Novelty. Marketing determinants of competitiveness of subject, sectoral and status formats are identified, their characteristics are given by specific structure. The expediency of distinguishing between the realized, potential and functional competitiveness is substantiated, which in combination with the markets of enterprise activity constitute a competitiveness complex. The definition of the essence of the competitiveness complex and its purpose are proposed, methodological approaches to the formation of evaluation indicators of marketing potential, functionality and result are proposed. The structure of the competitiveness complex is determined, which has a subject, sectoral and cyclical structure, consisting of analytical objects corresponding to the number of competitive markets where the activities of enterprises are represented, and the types of their competitiveness as buyers and sellers at the stages of formation. Practical value. Differentiated features of competitiveness have been identified, enabling product, personnel, and investment competitiveness to be regarded as primary analytical focus areas in studying the competitiveness framework of enterprises.