Lishchynska V. Multivariate enterprise competitive strategy: formation and choice.

The genesis of theoretical perspectives of the competitive strategy of the enterprise and the methodology of its formation are investigated. It is determined that the variety within existing strategic management approaches determines the appropriate multivariate content and the form of presentation of the enterprise strategy in general its and its competitive strategy in particular. The classification of types of competitive strategies has been expanded. The basic provisions are formulated and the conceptual model of processes of formation, selection and realization of competitive strategy of the enterprise is constructed. The analysis of the Ukrainian bakery industry is conducted; its problems and prospects are outlined. The competitive situation in the market of bread and bakery products of short-term storage is analyzed. Resource potential for strategic development of bakery enterprises has been evaluated. Identification of competitive strategies of the studied enterprises is carried out, features of practice of formation and choices of competitive strategies of baking enterprises are determined. A methodological approach to the choice of the optimal competitive strategy among the alternatives based on the fuzzy-set and interval approaches of economic-mathematical modeling is developed, and the proposed approach is tested. Recommendations on balancing the product portfolio of the enterprise in accordance with the determined competitive strategy have been developed.