Formation of competitive strategies for dairy enterprises in the context of digital transformation

The relevance of studying modern trends in the development of competitive strategies for dairy enterprises in the context of digital transformation is determined by a complex of interconnected economic, technological, and social factors. The dairy industry, being a traditional and socially significant segment of the agrifood complex, faces unprecedented challenges today. Digital transformation has ceased to be a matter of choice, evolving into an imperative for survival and growth in a hyper-competitive environment. This requires not just the modernization of individual processes, but a fundamental rethinking of the principles behind building competitive advantages. The globalization of markets and changes in consumer preferences are key drivers of transformation. Modern consumers are becoming more informed, demanding, and focused on personalized value propositions. The subject of the research is modern methods and approaches to forming competitive advantages for dairy enterprises in the digital environment. The study relies on a set of general scientific and special methods. The theoretical foundation is based on systemic and process approaches to management. Empirical data were collected using methods of secondary information analysis: scientific publications, industry reports, data from Rosstat, and corporate and financial reporting of enterprises. The scientific novelty of the research lies in the analysis, comparison, and development of a range of competitive strategies for dairy enterprises in the context of digital transformation. The model takes into account the impact of new digital technologies, changing consumer behavior, and increased competition in the market. For the first time, an algorithm has been proposed for adapting existing strategies to the new realities of the digital economy, which includes big data analysis, the implementation of online platforms, and the use of predictive analytics for forecasting market conditions. The main conclusions of the study suggest that a successful competitive strategy for a dairy enterprise in a digital environment should be based on the following principles: flexibility and adaptability to market changes, consumer orientation and understanding of their needs, active use of digital technologies across all areas of activity, development of staff competencies in the field of digital economy, and effective data and information management.