MARKETING COMPETITIVE STRATEGY AS A NECESSARY ELEMENT OF MANAGEMENT SYSTEM TO ENTERPRISE

Abstract

In article by analyzed the formation of a marketing competitive strategy and its use by agrarian enterprises. It was noted that marketing, as one of the controls is a fundamental concept of management in a market economy, which is the basis of modern business. It
is determined that a competitive strategy is a plan of an enterprise to ensure a certain level of its competitiveness. The main tasks of a marketing competitive strategy for an agro enterprise are indicated. It was found that the current competitive marketing strategy is a set of management decisions on the creation and use of the competitive advantages of the enterprise. Identify and analyze the main components of the system of marketing competitive strategy of the enterprise. It is determined that in the system of strategic management of an agrarian enterprise, the priority task is to determine the marketing competitive strategy, which, in our opinion, can be defined as a general plan for reconciling the marketing objectives of the enterprise and its capabilities, studying markets and consumer requirements, identifying on that basis the products and services that are most valuable to consumers and the best prospects for implementation. On the basis of the conducted research and with the aim of improving the process of forming existing marketing strategies, a model of marketing competitive strategics has been developed in agrarian enterprise. It is summarized that the marketing competitive strategy of the enterprise generalizes the model of behavior, provides coordination and combination of the goals and resources of the enterprise to obtain long-term competitive advantages. The development of a modern marketing competitive enterprise strategy should be based on a combination and consistency of the strategic goals and objectives of the enterprise at all stages of its activity. Consequently, a properly developed competitive strategy will enable to increase the efficiency of economic, economic and marketing activities of the enterprise, and also provides its high competitiveness, how on the inside so and to foreign markets.