The article presents the results of the study of factors and directions for improving the process of managing the competitiveness of agricultural enterprises. The basic factors of competitiveness of agricultural products that affect the results and quality of the management of its competitiveness are systematized. There highlighted the practical aspects of managing the competitiveness of products of agricultural enterprises, due to the peculiarities of their production and sales activities. On the example of the practice of managing the competitiveness of products of a typical regional enterprise of the agro-industrial complex, its substantive and organizational problems are identified. The authors conclude about the possibilities of improving the process of managing the competitiveness of IC products taking into account industry and regional features of business.