INTEGRATED ASSESSMENT OF THE COMPETITIVENESS OF A RENEWABLE ENERGY ENTERPRISE IN CONDITIONS OF UNCERTAINTY

Abstract

Introduction. Competitiveness research is the foundation of strategic planning, as it helps to identify priority areas for development: technical modernization of production, introduction of innovations into the product portfolio, expansion or diversification of sales markets, and improvement of the organizational management structure. Such decisions require a sound analytical basis, formed on the basis of a diagnosis of the competitive characteristics of the enterprise. Systematic conduct of such analysis ensures the development of an adaptive and flexible strategy that takes into account both the current state of the enterprise and the dynamics of market transformations. The use of SWOT analysis, PEST analysis, benchmarking, and competitive potential assessment tools contributes to the formalization of the strategic vision and its practical implementation. In addition, competitiveness analysis plays an important role in strategic risk management. Awareness of one's own competitive limitations and vulnerabilities allows for the timely prediction of possible crisis scenarios and the adjustment of strategic course, minimizing the negative impact of external factors on the enterprise's performance.

Purpose - theoretical justification and practical assessment of the competitiveness level of a renewable energy enterprise based on the integral index method, taking into account financial, production, innovation and ESG indicators, as well as determining strategic directions for increasing its sustainability in conditions of uncertainty.

Materials and methods. The research process involved a set of general scientific and special methods, including analysis and synthesis (to generalise theoretical approaches to defining the essence of competitiveness); comparative analysis (to assess the dynamics of the enterprise's financial and production indicators); the method of normalisation and weighting of indicators (to form an integral competitiveness index); elements of benchmarking (to establish reference values); as well as methods of statistical and economic analysis (to process financial statements and substantiate the results obtained).

Results. The results of the study confirm that the competitiveness of an enterprise is a complex category that is shaped by financial, production, innovation and management factors. The use of the integral assessment method made it possible to systematise the key performance indicators of DTEK RES and obtain a generalised quantitative result, which confirmed its high market position (89%). Positive revenue dynamics, significant profit growth, the approximation of green electricity production volumes to target benchmarks, and the implementation of innovative projects in the field of energy storage testify to the effectiveness of the chosen development strategy and the company's ability to adapt to conditions of military and economic instability. At the same time, the results obtained indicate the existence of reserves for further strengthening competitive advantages, in particular in the area of increasing profitability and optimising the use of assets. Focusing on the principles of sustainable development, integrating ESG approaches into the management system and complying with European corporate reporting standards form the strategic basis for the company's long-term sustainability.

Discussion. Prospects for further research should be linked to the development of methodological tools for assessing the competitiveness of renewable energy companies, taking into account ESG criteria and factors of military instability. Another important area is the development of scenario models for forecasting the competitive positions of companies in the energy sector in the context of European integration and the transformation of the regulatory environment.