Foshchii P. The Influence of Competitive Strategy on the Performance of the Enterprises of the Confectionery Industry

One of the ways to solve the problem of increasing and stabilizing the level of competitiveness of industrial enterprises and expanding market share impact is the scientific justification of theoretical and methodological support for the development and evaluation of competitive strategy of industrial enterprises, its formation and quality implementation. The work is dedicated to the development and scientific substantiation of theoretical and scientific-methodical approaches to assessing the impact of competitive strategy on the performance of industrial enterprises. The conceptual apparatus content of the enterprise’s competitive strategy (CS) is investigated and the systematization of its types is carried out; the essence of the concept "the efficiency of the enterprise’s activity" is specified. Defining the conceptual apparatus content of the enterprise’s competitive strategy began with a preliminary definition of the categories such "strategy" and "competition", which are basic and fundamental for the disclosure of the research topic. Taking into account the generalization of existing approaches, it is proved that competitive strategy is one of the company's strategies, which is aimed at both competitors and consumers, and determines the type of behavior, compliance with which will help achieve strategic goals in a competitive market. The study of existing theoretical approaches to the essence of "performance" concept made it possible to clarify its complexity and versatility, and to identify three main areas of focus: to achieve the goal of functioning and its result; on the efficiency of activity; for further development. On the basis of approaches’ systematization "the efficiency of the enterprise’s activity" is offered to consider in projection representation. The study of the relationship between the content of the CS and the projections of effectiveness has led to the conclusion that the essence of some CSs is quite difficult to formalize, with some types of strategies generally aimed at obtaining comprehensive results. A more detailed description of the defined patterns of CS’s influence on the efficiency of the enterprise’s activity in accordance with the projections of effectiveness. The analysis of the competitive situation in the confectionery industry of Ukraine is carried out: the basic tendencies are investigated, their influence on efficiency of the domestic enterprises’ activity is defined, threats and possibilities of external environment’s influence for development of efficiency indicators are allocated. The published competitive strategies of the confectionery industry’s enterprises in Ukraine are investigated. Due to the fact that the published CSs do not always correspond to the actual behavior of the enterprise in the market, as well as to determine the strategies of other enterprises, it was developed methodological support for projections’ rapid assessment of the efficiency of the enterprise’s activity. The list is defined and the analysis of factors’ influence on the general efficiency of the industrial enterprise’s activity is carried out. It is proved that each factor affects different performance projections. A matrix of the factors’ influence on the overall efficiency of the confectionery industry’s enterprises of the sample is constructed. The obtained research results became the basis for the development of a comprehensive approach to the formation of competitive strategy, which is based on the rating of their impact. The forecast levels of the enterprises’ effectiveness indicators of PJSC "Kharkivyanka Confectionery Factory" and LLC "VKG "Lisova Kazka" as a result of the recommended CS’s implementation have been determined. The provisions developed in the paper are brought to the level of methodical approaches, and their practical implementation in the context of assessing the impact of competitive strategy on the efficiency of confectionery industry enterprises’ activity in the Kharkiv region proved their practical significance and feasibility of further use of the tools.