The article discusses the role of marketing research methods in the management of enterprises in the service sector. A classifier of areas of the service sphere is provided, which makes it possible to identify priority areas for their further development. The influence of each sector of the service sphere in the economy of Ukraine was studied. It has been established that the determining factor is service sector enterprises providing educational, transport and hotel and restaurant services. Currently, the last two sectors of the service sector play a significant role in the modern conditions of the state of war. They currently provide the population of Ukraine and the Armed Forces of Ukraine with everything necessary for the survival of society. The main part of the company's activity is the effort to achieve more and better results of activity, which highlight themselves through the increase of profitability, the search for new opportunities, and others. In order to determine the further possibilities of management efficiency of enterprises in the service sector in modern conditions, it is necessary to apply marketing methods to determine the strategic vector of development. Marketing research methods are defined, which are used to analyze and evaluate a number of criteria that will show the most general idea about the role of the enterprise in the market, as well as how effectively the potential of the enterprise is used.

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Introduction. The problem of competitiveness management occupies one of the leading positions in the economic policy of the state. Competitiveness management applies to all levels of the hierarchy: industry, region, products, services and the state as a whole. But the notion of “enterprise competitiveness” is of particular importance, since this entity is the mainstay of the economy. Describing the peculiarities of the development of competition in the market of car services, it should be noted that it largely involves the formation of each product appropriate policy. That is, in the competition various car services are trying to offer the most attractive range of services. Understanding the specifics of the auto service industry in the field of competition, namely the concentration of efforts simultaneously on all elements of communication with consumers of auto services, led to the need for theoretical research and analytical evaluation of the management of the competitiveness of auto service enterprises. Methods. Theoretical and methodological basis of the article are the fundamental provisions of modern economic theory, scientific works of scientists on the problems of market analysis. The following methods were used in the course of the research, in particular: analysis and synthesis – to study the object and object of the research; abstract and logical (theoretical generalizations and formulation of conclusions); constructive and experimental (formation of management decision by means of analytical support). Results. The methodology of forming tools for competitiveness of car service companies is proposed. An algorithm for passing the stages of determining and realizing the competitive advantage of a car service enterprise has been developed. The method of segmentation of the car services market based on the basic parameters is defined: geographical – external, internal market, regional markets; climate, relief, urbanization; demographic – population, density, height, gender and others; social, cultural, psychographic – social status, way of life, level of education, personal qualities, motives of behaviour; economic – income level, solvency; sectoral – specificity of different industries; customer benefits – different motivation in choosing a company and services; clientele status – regular and potential clients, former clients, newcomers. Based on the selected parameters, the segments were separated by grouping methods and multidimensional statistical analysis. The tools for ensuring the competitive strategy of the car service company and the information necessary for its formation have been identified. The directions of the general marketing strategy as realization of the general strategy of formation of competitiveness of car services are substantiated. Discussion. The obtained theoretical and applied recommendations can be used to improve the existing approaches to creating the competitiveness management of car service companies, to identify the extent of their implementation. Keywords: marketing, positioning, analysis, management, car service, car service enterprises, competitiveness, assessment of competitiveness.

управління конкурентоспроможністю займає одне із провідних місць в економічній політиці держави. Управління конкурентоспроможністю стосується всіх рівнів ієрархії: галузі, регіону, продукції, послуг та держави в цілому. Але особливої важливості набуває поняття «конкурентоспроможність підприємства», оскільки цей суб'єкт господарювання є основною ланкою економіки. Головним чинником є здатність витримувати конкуренцію в порівнянні з аналогічними видами продукції та послуг в умовах конкретного ринку та створення відповідних умов для їх просування. Характеризуючи особливості розвитку конкуренції на ринку автосервісних послуг, варто відмітити, що вона в значній мірі передбачає формування кожним підприємством відповідної продуктової політики. Методи. Теоретичною і методологічною основою статті є фундаментальні положення сучасної економічної науки, праці науковців вчених. У процесі дослідження, зокрема, застосовувались методи: аналізу і синтезу-для вивчення об'єкта і предмета дослідження; абстрактно-логічний (теоретичні узагальнення та формулювання висновків); конструктивний та експериментальний (формування управлінського рішення за допомогою аналітичного забезпечення). Результати. За результатами дослідження виявлено, що сьогодні український ринок автосервісу представлений трьома типами: незалежний автосервіс; авторизований автосервіс; мережевий автосервіс. Уточнено, що конкурентоспроможність автосервісу визначається за допомогою трьох груп показників: показники, які характеризують економічні параметри; показники, які характеризують фактори виробництва; нормативні параметри. Досліджено сильні та слабкі сторони автосервісних підприємств за допомогою експертної оцінки. Проведено SPACE-аналіз впливу основних мікро та макромаркетингових факторів на діяльність автосервісних підприємств України. Визначено кількісну оцінку SWOT-аналізу зовнішнього середовища конкурентоспроможності автосервісних підприємств. Здійснено бальну оцінку критеріїв впливу зовнішнього середовища на формування конкурентоспроможності автосервісних підприємств України. Перспективи. Отримані теоретико-прикладні рекомендації можуть бути використані для удосконалення існуючих підходів до створення управління конкурентоспроможністю автосервісних підприємств, виявлення ступеня їх реалізації.

The current state of motor transport enterprises, which is characterized by negative dynamics of development in all sectors of the transport sector, is studied. The research of scientific works determined the direction of the article and the object of research was business processes in administrative management. That is, it is impossible not to agree with the authors to solve the crisis of modern enterprises. It should be noted that all of them are solved through the mechanisms of the administrative management system. Therefore, it became necessary to form conceptual features of the use of business analyst in administrative management during the Covid pandemic 19. Modern approaches to administrative management are considered, providing reliable administrative management of the motor transport enterprise. Management of business processes in motor transport enterprises of business provides their constant improvement and optimization therefore the most important tools of process management are approaches and methods of improvement of business processes managed by administrative management systems. The researched approaches are aimed at identifying duplication of functions, bottlenecks, cost centers, quality of individual operations, missing information, the possibility of automation and quality management. The main directions and software products for automation of business processes in the system of administrative management are established. It is proved that the holistic application of approaches and elements of business analyst in the administrative management of the enterprise will lead to great chances of maintaining the competitiveness of motor transport enterprises and ways out of the post-crisis crisis. The measures of administrative management concerning improvement of activity of the motor transport enterprises are offered. Therefore, in order for trucking companies to develop and differ from their competitors in the level of services provided and the level of comfort, in the critical conditions of the COVID-19 pandemic it is necessary to radically change the methods of administrative management, ie reengineer business processes.