ФОРМУВАННЯ КОНКУРЕНТНОЇ ПОЗИЦІЇ ПІДПРИЄМСТВА ПІД ВПЛИВОМ СТРАТЕГІЇ КОНКУРЕНТНОЇ БОРОТЬБИ ТА ДЕТЕРМІНАНТІВ «НАЦІОНАЛЬНОГО РОМБА»

The article addresses the formation of an enterprise’s competitive position as a critical factor determining its overall market status, resilience, and long-term sustainability. The relevance of the topic is grounded in the increasing complexity of market environments, rapid technological changes, and the intensification of competitive interactions, which require enterprises to strategically align their internal resources with external conditions and emerging opportunities. The purpose of the study is to develop a comprehensive framework for analyzing, managing, and enhancing competitive positions by integrating strategic management approaches with the systematic assessment of key environmental determinants. The research employs a theoretical and analytical methodology, combining system analysis, conceptual modeling, logical generalization, and synthesis of dynamic interactions between enterprise capabilities and external market conditions. The study identifies and examines the main components influencing competitive positioning, including internal resource capabilities, strategic objectives, instruments of competitive engagement, operational mechanisms, and surrounding market factors that collectively shape performance outcomes. The results demonstrate how the dynamic interaction of these elements affects the sustainability, adaptability, and strategic flexibility of enterprises in rapidly evolving markets. The proposed framework allows for a systematic evaluation of competitive strengths and weaknesses, the identification of priority areas for improvement, and the alignment of strategic initiatives with environmental opportunities, threats, and sectoral characteristics. The practical significance of the article lies in its ability to provide managers and decision-makers with a structured analytical tool for diagnosing current competitive standing, planning strategic actions, enhancing enterprise performance, and achieving sustainable competitive advantages in both national and international contexts. The findings contribute to a deeper understanding of competitive positioning as a dynamic concept influenced by managerial decisions, environmental conditions, and the interplay of multiple internal and external factors, offering guidance for informed strategic planning and long-term organizational development.