FORMATION OF THE COMPETITIVENESS POTENTIAL OF A MODERN ENTERPRISE

The competitiveness of enterprises is the main condition for the successful functioning of both economic entities and the national economy as a whole and an integral part of national interests. The current stage of development of Ukrainian entrepreneurship is characterized by a difficult military situation and aggravation of problems related to challenges to the further development of the national economy and the state as a whole. In accordance with the specifics of wartime, the study of the conditions for the formation of the competitive potential of an enterprise becomes an important vector of scientific research, and this is the subject of the article. The research of the problem used the following methods: monographic - in the study and theoretical generalization of research on the scientific foundations of formation of the competitive potential of enterprise; system analysis - in the analysis of the components of the competitive potential of enterprise; abstract and logical - in the formation of conclusions and proposals; graphical - to visualize the results of the study. The enterprise's competitiveness potential demonstrates the level of advantage in the provision, distribution, use and return on the organization's resources, which is assessed through a set of indicators that determine the quality of resource use, the rationality of the organization of interaction between different resource groups, which is an indicator of the effectiveness of the competitiveness potential of each enterprise when operating in a particular market in a certain period of time, compared to the set of the same indicators of competing enterprises. The use by an enterprise of its competitiveness potential under changing external conditions should be realized by a set of intellectual, information, technical, technological, organizational and economic characteristics available to it, which, forming the most effective interaction, determine the possibilities for successful operation of an enterprise in a competitive market. This is a fundamental factor in gaining advantages in the competitive struggle for an enterprise and is extremely relevant for Ukrainian enterprises in wartime. The practical value of the research results is that they can be used by the management of enterprises to improve the formation and use of the potential of competitiveness of enterprises.