Development of a strategy to increase the competitiveness of enterprise products (on the basis of PJSC «Zhytomyr Butter Plant»).

Abstract

In the qualification work the theoretical bases of formation of strategy of increase of competitiveness of production of the enterprise are investigated. It is established that competitive strategies have their own characteristics and should be applied carefully and thoughtfully. The comparative characteristics of key competitors of PJSC "Zhytomyr Butter Plant" operating in the competitive market are presented. Measures to increase the competitiveness of products of PJSC "Zhytomyr Butter Plant" and promising competitive strategies of PJSC "Zhytomyr Butter Plant" according to the McKinsey matrix and the Hofer-Shendel matrix are identified.