REVISITING ASSESSMENT OF THE COMPETITIVE OPPORTUNITIES OF THE ENTERPRISE

The formation of the enterprise's effective competitiveness management system is an urgent problem of the modern economics. A key element of the system's infrastructure is assessment of the competitive potential of the enterprise. The aim of this study was development of methods to assess the overall strategic competitive potential. The developed tools allow calculating and justifying the assessment of both overall and individual competitive potential. In the comparative analysis, which will allow more efficient use of existing resources and reserves for future planning, and as a result improving the competitive potential. It stressed that an essential element of the implementation of the strategy is to monitor and analyze the effectiveness of the targets, namely, management of resources. Taking into account the estimated value of the overall competitive potential of the enterprise it is possible to elaborate a development strategy for competitive potential.