Hromova O. Formation of marketing strategic management of enterprise competitiveness.

The dissertation is devoted to the theoretical and methodological substantiation of aspects of marketing strategic management of competitiveness and the decision of a scientific problem concerning formation and maintenance of competitiveness in system of marketing strategic management of the enterprise. In the criterion-methodological interpretation in accordance with the existing levels of enterprise management, the evaluation criteria and methodological approaches in the formation of competitiveness in the context of the marketing complex are defined. The decomposition of the structure of the modern system of marketing strategic support of the machine – building enterprise is offered. The scheme of influence of formation processes of competitive potential in marketing management of competitiveness of the enterprise on realization of development strategy is constructed. The subsystem of adaptive competence support in increasing the competitiveness of the enterprise is offered. Interpretation of interaction of system’s structural elements of marketing strategic management in increase of competitiveness of the industrial enterprise based on the holistic approach of administrative processes is offered. The proposals of conceptual provisions development of marketing strategic management of the enterprise on increase of its competitiveness are formulated. The main marketing strategies of the enterprise are analyzed and the structure of the main elements of the marketing strategy is formed. The basic approaches to the development of key competencies in achieving the appropriate level of components of competitiveness of machine-building enterprises are detailed. The main factors that should be determined by the management staff of the enterprise in the formation of marketing strategy are identified. Methods of diagnostics and assessment of enterprise competitiveness in the system of strategic management are systematized. The stages of monitoring the level of consumer satisfaction with products have been identified. The modern directions of development of investment activity for increase of competitiveness of the enterprise are substantiated. The criterion subsystem of strategic maintenance estimation parameters of the industrial enterprise`s competitiveness is formed. A structurally logical model of enterprise’s competitiveness marketing strategic management has been built, which consists of four blocks: methodological, organizational, functional, information and analytical support. The dissertation systematizes indicators for monitoring the level of marketing and strategic support of the industrial enterprises’ competitiveness. Subsystems` models of monitoring and controlling of the level of industrial enterprise`s competitiveness are offered.