STRATEGIES FOR INCREASING THE COMPETITIVENESS OF THE ENTERPRISE AND THEIR SYNERGY IN THE CONDITIONS OF WAR

Abstract

The article focuses on the main and popular strategies for increasing the competitiveness of the enterprise. Five important strategies for the competitiveness of enterprises are considered: focusing on the main competencies of the enterprise; attraction and retention of necessary talents; maximum customer orientation; cost reduction; going beyond the domestic market. In addition, is considered such an influencing factor as war, which affects the conditions and methods of implementation of any enterprise strategy. An initial strategy for increasing competitiveness can be improved, radically changed, or synergized with several others to increase its effectiveness. Practically oriented strategies are also given for increasing competitiveness: know everything about your customer, constantly add value to the product, invest in innovation and technology, train the team, be open to communication, be able to define responsibilities, prioritize strategic partnership. The article mentions the means, directions, ways and tasks of strategies for increasing competitiveness. The system of competitive strategies of the enterprise is shown schematically and the synergy of cooperative, differentiation and focusing strategies with product-market, resource-market, technological and social strategies is considered. In order to obtain a synergistic effect, it is advisable to implement these strategies comprehensively in various combinations, which will allow reducing risks for the enterprise as much as possible, taking into account the peculiarities of the domestic market in the conditions of war. Facts about the synergy of several strategies for increasing competitiveness in the activities of enterprises will be made public later after the victory, by the enterprises themselves, when their condition stabilizes. The results of a study of the state and needs of Ukrainian business during martial law are shown, according to which 33.4% of enterprises have already adapted and have an action strategy. And 93.4% of enterprises are involved in helping the country during the war. 61% of the interviewed business representatives are convinced that the war became a factor in the rapid growth and development of Ukraine.