METHODOLOGICAL FOUNDATIONS OF FORMING A COMPETITIVE STRATEGY FOR ENTERPRISE DEVELOPMENT IN A CHANGING ENVIRONMENT

The article explores the methodological foundations of forming a competitive strategy for enterprise development in an increasingly dynamic external environment. It emphasizes that traditional approaches to strategic planning often prove insufficiently effective in conditions of heightened uncertainty and intensifying competition. The evolution of key theoretical concepts in strategic management is analyzed, ranging from the classic works of H. Mintzberg and M. Porter to modern innovative approaches such as the "blue ocean" strategy. The contribution of Ukrainian scientists to the study of competitive strategy formation is also considered. The necessity of a comprehensive methodological support system that integrates adaptive mechanisms and modern strategizing tools to ensure the resilience and proactivity of enterprises in a changing environment is substantiated. An original matrix model for classifying strategic approaches, taking into account the level of external environment stability and the management style of the strategic process, is proposed. A detailed step-by-step model for forming a competitive strategy is outlined, including monitoring the external and internal environment, identifying strategic threats and opportunities, formulating adaptive strategic goals, determining competitive advantages, developing strategy scenarios, selecting the optimal strategy, planning resource provision, implementing the strategy with adaptation, and evaluating its effectiveness with subsequent adjustments. For each stage, a corresponding set of methodological tools and analytical methods is suggested, such as PESTEL analysis, SWOT analysis, scenario analysis, VRIO analysis, benchmarking, project management methods, and KPI monitoring. The importance of building a dynamic strategic management system capable of responding promptly to changes and integrating new information is highlighted. The article concludes on the necessity of moving away from rigid strategies in favor of flexible and adaptive approaches, which are key to the sustainable development and competitiveness of enterprises in turbulent market conditions..