A COMPREHENSIVE APPROACH TO ASSESSING THE COMPETITIVENESS OF AN ENTERPRISE

The article summarizes theoretical and methodological approaches to assessing the competitiveness of an enterprise. The essence of competitiveness as a basis for strategic development is revealed. It is noted that the competitiveness of an enterprise is determined by its ability: to produce products that meet market needs; to effectively use internal resources; to adapt to changes in consumer preferences and solvency; to strengthen its positions in the market. The classification of methods for assessing the competitiveness of an enterprise according to various characteristics is considered. In the process of determining the competitiveness of an enterprise, various approaches are used that allow for analysis using quantitative, index, matrix, graphic and complex methods. The main methods for assessing competitiveness include: product life cycle analysis, market share study, theory of effective competition, concept of competitive advantages, methods for assessing the competitiveness of a product, matrix models, methods based on multiplier theory, and integrated approaches. The advantages and disadvantages of methods for assessing competitiveness are systematized. The main problems that arise during the study of the competitiveness of enterprises are identified. The choice of methods for assessing the competitiveness of an enterprise should take into account both industry specifics and the availability of information, as well as the possibility of combining several approaches to obtain a comprehensive analysis of the competitive positions of a business entity. The principles according to which the process of assessing the competitiveness of an enterprise is implemented are highlighted. Among them: systematicity, complexity, objectivity, optimality, scientificity, information security, informativeness, dynamism, continuity, comparability, efficiency. It is noted that the theoretical and methodological model of assessment consists of three key organizational and economic blocks: identification, analytical and information and methodological. The integral level of competitiveness of products of PrJSC "Obolon" and PJSC "Carlsberg Ukraine" is calculated.