ФОРМУВАННЯ КОНКУРЕНТНОЇ ПОЛІТИКИ ПІДПРИЄМСТВА НА ОСНОВІ СИСТЕМИ ПОКАЗНИКІВ ОЦІНЮВАННЯ ЙОГО КОНКУРЕНТОСПРОМОЖНОСТІ

In the article, the author examines the theoretical and applied aspects of forming an enterprise’s competitive policy under conditions of intensified market competition. The structure of the enterprise’s competitive policy is analyzed, and its essence, key principles of formation, benchmarks, and directions of implementation are determined. The author analyzes measures that contribute to the implementation of competition policy.The expediency of using a system of indicators as a tool for assessing the level of competitiveness and for making managerial decisions is substantiated. The author proposes a systematized approach to grouping metrics in three directions: assessment of competitive position, competitive potential, and instruments for implementing competitive policy. It is demonstrated that the use of such a system of indicators enables a comprehensive diagnosis of the enterprise’s condition. The author paid special attention to the relationship between the results of competitiveness assessment and the process of forming competitive policy, and it is also shown that the integration of relevant metrics into the system of strategic management increases the soundness of managerial decisions. The possibilities of adapting the proposed indicators to industry-specific features and the conditions of the digital economy have been identified. The author considers the possibility of using the proposed system of indicators as a tool for improving the effectiveness of enterprises’ competitive policy. The research results can be used in the process of strategic management of enterprise development and in the formation of competitive policy. The practical significance of the study lies in the possibility of applying the proposed tools in the activities of enterprises from various industries. The proposed approach contributes to enhancing enterprises’ adaptability to changes in the competitive environment and minimizing strategic risks. The obtained results can be used as a methodological basis for improving the competitiveness management system under modern business conditions.