FORECASTING THE COMPETITIVENESS OF COMPANIES IN THE CONTEXT OF ECONOMIC GLOBALIZATION

This article presents forecasting of the competitiveness of fifteen leading companies from five different industries using the GROWTH and TREND functions in Microsoft Excel. The market positions of key players in the automotive industry, sportswear and footwear, consumer electronics, food and beverages, and luxury goods sectors were analyzed. The highest competitiveness coefficients were recorded for Adidas, Christian Dior, and Burberry, indicating their innovative activity, effective development strategies, and ability to adapt to global challenges. A comparison of the two forecasting methods showed their overall consistency, with the TREND function better reflecting long-term tendencies, while GROWTH represents the current state of development. The results emphasize the importance of innovation, digital transformation, branding, and strategic adaptability for ensuring sustainable competitiveness of companies in the context of economic globalization.