ФОРМУВАННЯ СТРАТЕГІЇ ПІДВИЩЕННЯ КОНКУРЕНТОСПРОМОЖНОСТІ ПІДПРИЄМСТВА ЧЕРЕЗ ПРОСУВАННЯ ІННОВАЦІЙНОЇ ПРОДУКЦІЇ

The article focuses on the development of a strategy to enhance the enterprise competitiveness through the promotion of innovative products. Particular attention of Lustdorf LLC is given to the launch of microfiltered milk and the prospects of expanding the product platform by introducing high-protein milk aimed at athletes and consumers with active lifestyles. Based on the financial performance of 2022–2024 and key market trends, the study proposes three pricing scenarios and conducts a PESTEL analysis of the external environment. The theoretical basis relies on modern concepts of strategic management and innovation development. A strategic matrix was built to link external opportunities with the company’s internal capabilities. The study emphasizes operational risks, integration of risk management into strategic planning, and the application of adjacent innovation strategies with low technological risk, which ensure faster market entry, cost optimization, and sustainable competitive advantages.