THE DEVELOPMENT OF THE ANALYTICAL AND EVALUATION TOOLKIT FOR ASSESSING COMPETITIVE POSITIONS OF ECONOMIC ENTITIES

Abstract

The article addresses ways to ensure the competitiveness of economic entities in modern business conditions. The relevance of the study is determined by several contemporary economic trends, including intensified global competition, integration into international markets, the digitalization of business processes, and the need to develop sustainable competitive advantages. In rapidly changing market environments, traditional approaches to assessing competitive positions often prove insufficient. The purpose of the study is to substantiate a toolkit for analyzing and evaluating the competitive positions of economic entities to support strategic management and the formation of long-term competitive advantages.

To achieve this goal, the article examines modern approaches to developing an analytical and evaluative toolkit for assessing the competitive positions of economic entities. Analytical tools for assessing competitive positions are classified according to three criteria: the quantitative formalization of results, the qualitative nature of the information, and the ability to visualize the obtained data. The study substantiates the feasibility of integrating traditional and digital tools to assess competitive positions, thereby enabling the integration of financial, market, qualitative, and strategic analyses of an enterprise into a single system. It is determined that a modern analytical toolkit should consider not only economic and production indicators but also market reputation, brand capital, innovation potential, and the adaptability of the management system to external environmental changes. The tools for assessing competitive positions are proposed to be divided into four groups: quantitative assessment tools, qualitative analysis tools, visualization tools, and integrated analytical tools. It is substantiated that the comprehensive use of quantitative and qualitative analysis methods, supplemented by visualization tools, contributes to more accurate positioning of the enterprise in the market, timely identification of trends in changes of competitive positions, and the adjustment of strategic decisions.