FORMATION OF A STRATEGY FOR ENSURING THE ENTERPRISE COMPETITIVENESS BASED ON THE BENCHMARKING ANALYSIS RESULTS

The article presents an approach to developing a strategy for ensuring enterprise competitiveness based on the benchmarking analysis results. The object of the study is the IMT Academy, a company operating in the field of short-term IT education. In the context of economic instability caused by martial law and an increasingly competitive market, the need for a comprehensive competitive strategy as part of the competitiveness management system is identified. Benchmarking analysis revealed competitive advantages and weaknesses compared to the main market players. Key advantages of IMT Academy include competitive pricing transparency, high relevance of educational programs, strong instructional quality, detailed course materials, and high-quality support. The professional credibility of instructors, combined with clear and appealing website design, further strengthens the competitive position of the company. Weaknesses such as lack of trial lessons, lower brand awareness, and insufficient social media activity are also addressed. As a result, a cost focus strategy within a defined market segment, according to M. Porter's typology, is recommended as for enhancing competitiveness at a basis of applying best practices of competitors is substantiated. Implementation measures include marketing, organizational, and communication tools. The paper provides folowing strategic recommendations: implementing payment in installments from the bank; career support initiatives; structured marketing communication planning in order to increase brand awareness, by attracting banner advertising channels, video advertising and advertising in social networks; developing a plan for activity on social networks, in particular on Instagram, and low-budget social media campaigns. It is proposed that IMT Academy deepen its presence in high-demand micro-niches and invest in content scalability through modern technologies. The implementation of the cost focus strategy, supported by benchmarking insights, is expected to enhance the company's ability to improve its market position.