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Abstract

An important condition for ensuring the competitiveness of an enterprise is the effective use of the innovative, financial, and information capabilities of the enterprise, which collectively constitute its potential and which should be competitive. The purpose of this article is to substantiate and develop the algorithm of the strategy of financial support for agricultural enterprises' competitiveness. Based on the calculations, the forecast of financial resources parameters of LLC Svitanok in 2019-2023 was developed, which reflects the tendency of reducing the parameters of financial resources, which itself confirms the need to improve the financial security of the enterprise. This article presents the components of the strategy for ensuring the competitiveness of agricultural enterprises in terms of financial provisions, which will enable the prediction of the main indicators of the enterprises and the adaptation of the system of attraction and use of financial resources to a changing environment. A strategy for improving financial support for agricultural enterprises' competitiveness is proposed, which suggests the choice for the agricultural enterprise of the paradigm of development among the proposed alternatives. The implementation of a paradigm of existence, equilibrium, or perfection should be combined with an increase in the level of economic and financial security and a reorientation of export activity.

Increasing the competitiveness of enterprises based on the use of marketing management tools

“…The structure of marketing management tools is based on three factors: branding, marketing accounting, and reputation (1); advertising, PR technologies, and market monitoring (2); pricing policy and franchising (3), which together cover 89.5 % of the total variation of the results under the correlation of factors with the components of the tools (0.695-0.955; р < 0.05).…”