FACTORS ENSURING THE COMPETITIVENESS OF AGRICULTURAL ENTERPRISES UNDER THE MODERN CHALLENGES: A MANAGERIAL ASPECT

Abstract

Introduction. The article is devoted to the topical issues of ensuring the competitiveness of agricultural enterprises of Ukraine, which is justified by the challenges facing them in modern conditions. On the one hand, a full-scale invasion affects the transformations within the country and the possibility of implementing their activities, on the other hand, increasing standards and requirements for production within the framework of the European Green Deal require the implementation of new approaches to the production process. Under such circumstances, the need to manage the factors of competitiveness of enterprises as a means of strengthening the competitive positions of Ukrainian enterprises in the agricultural market both domestically and internationally is becoming of great relevance.

Purpose. The purpose of the article is to identify factors ensuring the competitiveness of agricultural enterprises in the face of modern challenges and to manage such factors.

Materials and methods. The materials of the study were scientific works of domestic scientists, which are devoted to issues of both the competitiveness of enterprises and directly to the factors and components of the competitiveness of agricultural enterprises.

The research methods were: generalization – when systematizing scientific views on the interpretation of the concepts of “competitiveness” and “competitive potential”; analysis and synthesis – for studying the components of competitive potential and factors of competitiveness; comparative analysis – when studying and comparing different approaches to determining the factors of competitiveness of agricultural enterprises; graphic – for visualizing the material on the components of competitive potential and groups of factors of competitiveness.

Results. Based on the conducted research, the following results were obtained: the competitiveness of an enterprise consists of various components, one of the main of which is competitive potential, which is interpreted as a set of enterprise resources that form its competitive advantages and ability to compete in the market. The components of competitive potential also determine the factors of competitiveness of agricultural enterprises, which have a direct impact on their performance. This impact can be both positive and negative, which requires management of this process in order to reduce the negative impact. 6 groups of factors of competitiveness of agricultural enterprises are presented, which are proposed to be taken as a basis for forming a policy of managing competitiveness and its factors, which will ensure more effective activities of Ukrainian enterprises and strengthen their competitive positions.

Prospects. Further research will be devoted to the technological and production aspects of ensuring the competitiveness of agricultural enterprises. This is justified by Ukraine's European integration path and the EU's policy towards climate neutrality, which requires the implementation of relevant standards and their observance in the production process, the process of growing agricultural products. It is the need to ensure that Ukrainian enterprises have competitive advantages in the European agricultural market through technological and production changes that justifies the prospects for further research.