Bsharat N. Management of the potential competitiveness of trading enterprises

The dissertation provides a new solution for the scientific problem related to the current management of the potential of the trading companies' competitiveness through the substantiation of theoretical and methodological sources and the provision of practical recommendations on the use of the aggressive competitive strategy management potential competitive commercial enterprise, the essence of which is the need to comply with management potential competitive commercial enterprise aggressive offensive behavior throughout period functioned trading enterprise irrespective of the type of external environment (active, chaotic, sustainable, crisis) on the basis of long-term strategic crisis management in order to constantly improve and strengthen its own competitive position and potential for competitiveness through: available and potential resources, properties, capabilities, capabilities obtained synergies from their integrated use; flexibility, adaptability and innovation of operations and management; prevention of existing and potential risks and threats; active influence on consumer preferences and choice. The conceptual apparatus of managing the potential of competitiveness of trading enterprises is analyzed and clarified, in particular, the content of the concepts of "potential of competitiveness", "management of potential of enterprise competitiveness". The algorithm of estimation of potential of competitiveness of trading enterprise is defined: research of internal and external environment; research of resource provision of potential of competitiveness and financial condition of the trading enterprise; assessment of the competitive potential of the closest competitors of a trading company and comparative analysis; defining a set of competitive elements and building on it a map of the competitiveness of a trading company (for example, conducting SWOT analysis); development and calculation of an integral assessment of the competitive potential of a trading company and its closest competitors. The list of principles on which the competitive strategy of managing the potential of competitiveness of a trading enterprise should be built and the advanced complex system of evaluation of the competitive strategy of management of a trading enterprise should be built, based on the following provisions: enterprises; a scale of identification of the level of effectiveness of the implementation of a competitive strategy of a trading company, which allows to immediately make adjustments to management decisions, strategies and tactics of managing the potential of the enterprise's competitiveness. Improved classification of environmental turbulence features that have a significant impact on a trading enterprise; types of external environment of a trading enterprise depending on the level of its instability: active environment, chaotic, sustainable, crisis environment; as well as the types of competitive strategy of a trading company depending on the type of environment that characterizes the behavior of the enterprise in the market and determines the peculiarities of its actions.