INCREASING COMPETITIVENESS AS A TASK OF STRATEGIC COMPANY MANAGEMENT
The article discusses the possibilities of increasing the competitiveness of an organization within the framework of the macroeconomic task of the Russian economy. The analysis of definitions of the competitiveness of the organization of various authors is carried out, among which are represented G.L. Azoev, P.S. Zavyalov, L.Sh. Lozovsky, A.G. Porshnev, B.A. Raizberg, G.Ya. Kiperman, Pertsovskiy N.I., Fatkhutdinov R.A., Khrutskiy V.E., Korneyeva I.V., Gorbashko E.A., Maksimtsev I.A., Antonov G.D., Ivanova O.P., Tumin V.M., Sharafutdinova N.S., Palyakin R.B. In addition, the author’s definition of competitiveness is presented; it is a qualitative characteristic of an enterprise, reflecting the full compliance of the enterprise’s functioning with the requirements of market conditions of management and consumers, and reflecting the balance between the degree of customer satisfaction and the ability to preserve the interests of the enterprise itself. The analysis of the positive and negative aspects of strategies for the formation of a competitive advantage - leadership strategy through low costs; strategies for differentiating products, works and services; focusing strategies. The types of decisions that an enterprise makes for resource allocation are considered. The general (corporate) development strategy is highlighted, which includes business strategies and functional strategies, since the inflow of resources occurs at the functional level (the level of departments, services, divisions). On the basis of the considered data, it was concluded that in order to choose the right strategy, the company’s management must correctly assess the conditions of the external environment and correlate them with the available opportunities and resources; the success of the competition depends on three main characteristics of the company’s activities - the ability to adapt to the external environment, the desire to transform it in accordance with their needs, the volume of the potential sales market; each of the considered strategies is prescribed as the most relevant for a company in a situation where one of these characteristics prevails or a combination of two of them.