APPROACHES TO THE FORMATION OF A COMPETITIVE STRATEGY OF THE ENTERPRISE
The content of the competitive strategy of the company, the main aim and purpose of its implementation are considered. A scheme of the factors defining the strategic success of an enterprise based on the achievement of competitive preferences, which are taken into account in the formation of competitive strategies, is presented. It has been stated that the strategic success of the company depends on the possession of long-term and sustainable competitive preference. The duration of competitive preference depends on the ability of the enterprise to maintain and protect it from potential competitors. The factors of sustainable competitive priority of the enterprise are revealed; the basic principles of formation and maintenance of competitive priority are fixed; approaches to ensure the competitiveness of enterprises are identified. The incentives, which are structural determinants of the differences among the companies and competitors in the costs or preferences and consumer behavior or consumer groups become very important in choosing and designing of competitive strategy within the market-based approach.