Competitiveness as a key goal in retail enterprise management

the article is devoted to the disclosure of the features of managing the strategy of competitiveness of a retail enterprise as an economic category. The relevance of the topic is due to the need to change approaches to the management strategy of retail enterprises under the influence of digital transformation, automation, globalization and the introduction of artificial intelligence. In the article, the author notes that retail enterprises are strategically important today and require the implementation of modern competitive e management strategies. The author pays special attention to the knowledge necessary for the effective functioning of retail enterprises so that they can always remain flexible and respond to the changing needs and requirements of customers. Despite the fact that today there are a huge number of competitive strategies, enterprises apply differentiation strategies in practice, when a company differs from competitors due to unique product characteristics, excellent quality or exceptional customer service. As part of the study, the author identifies various stages of strategic management in relation to the specifics of retail enterprises. The article presents the author's research results, on the basis of which modern strategies for increasing the competitiveness of a retail enterprise and their features are identified. The author's definition of a competitive strategy for a retail enterprise is presented. This definition reflects a wider range of phenomena and processes that occur in the management of a retail enterprise, and also offers a new perspective on its role and functions in the context of digitalization, automation and globalization. The goal of implementing competitive strategies of a retail enterprise should be to create a unique value of products and goods. The results of the study showed that the choice of a competitive strategy directly affects the result of customer satisfaction, as well as the establishment of long-term and strong trade relationships with them. The development of a competitive advantage requires further scientific study, careful analysis, strategic planning and constant adaptation at retail enterprises.

competitiveness, retail trade, enterprise management, competitiveness strategies