Conceptual Principles of Evaluation of Competitiveness of the Enterprise in the Conditions of Entry Into New International Markets

: pp. 91 - 98
Lviv Polytechnic National University
Lviv Polytechnic National University, Ukraine

In today’s market economy, competition is an important concept. Today, issues of competition and competitiveness are especially relevant due to the processes of globalization and intensification of competition between producers of goods and services. As a result, the question arises as to what makes oneproducer better than another and whether he is able to fully meet the needs of his consumer, thus ensuring his profit? Therefore, assessing the competitive advantages, production, personnel, technological and marketing capabilities of the enterprise, as well as identifying ways to improve them affect the competitiveness of the enterprise in both domestic and foreign markets, as well as the possibility of expanding into new markets. Assessing the competitiveness of the enterprise allows to determine its advantages and disadvantages in comparison with competitors, identify ways to improve it, strengthen thecompany’s position in the national market and identify new target markets.
The article provides a review of scientific literature, research and publications on the subject of research, describes the methods, their advantages and disadvantages for assessing the competitiveness of the enterprise in terms of entering new international markets. The stages, the sequence of which must be followed when assessing the competitiveness of enterprises, are summarized. The main indicators, factors, as well as some characteristics of the product that affect the competitiveness of enterprises are presented. It is established that for effective assessment of the competitiveness of the enterprise in terms of entering new international markets, it is advisable to use a set of several valuation methods using a certain sequence.The evaluation results influence the choice of strategy and forms of the company’s entry into new international markets, market choice, sales policy, and also allows to effectively assess the company’s performance and ability to respond quickly and effectively to external changes, make the right managementdecisions and take measures to improve competitiveness of the enterprise.

1. Zajtseva L. O. (2013), "Analysis of modern methods for assessing the competitiveness of the enterprise", Ekonomichnyj analiz, [Online], vol. 14, no. 3, available at: download/160/105
2. Rybakova T. and Kost'iev O. (2012), "Analysis and assessment of the competitiveness of an industrial enterprise", Ekonomichnyj analiz, [Online], vol. 11, no. 3, available at: http://irbis- cgiirbis_64
3. Levyts'ka A. O. (2013), "Methods for assessing the competitiveness of the enterprise: domestic and foreign approaches to classification". Mekhanizm rehuliuvannia ekonomiky, [Online], vol.4, availableat: https://essuir.sumdu.
4. Pohrebniak D. V. (2011), "Methods of diagnosing the competitiveness of the enterprise", Problemy pidvyschennia efektyvnosti infrastruktury, [Online], vol. 32, available at: download/391/379
5. Rybnyts'kyj D. O. Horodnia, T. A. and L'vivs'ka K. A. (2010), "Modern approaches to assessing the com- petitiveness of the enterprise", Naukovyj visnyk NLTU Ukrainy, [Online], vol. 20, no. 9, available at:
6. Hudz' O. Ye. (2015), "The role of innovation in ensuring the competitiveness and efficiency of the enter- prise", Visnyk KhNTUSH: Ekonomichni nauky, [Online], vol. 161, available at: http://www.irbis- bin/irbis_nbuv/cgiirbis_64.exe_3
7. Kaliuzhna I. Yu. and Hvozdets'ka I. V. (2014), "Competitive goods are the basis for successful entry into the foreign market", Aktual'ni problemy zastosuvannia teorii i praktyky marketynhu, [Online] vol.3, no.2, available at:
8. Baranovs'ka M. I. Kozak, Yu. H. and Smychek, S. (2013), Mizhnarodnyj marketynh: v pytanniakh ta vidpovidiakh [International marketing: questions and answers], Tsentr uchbovoi literatury, Kyiv, Ukraine.
9. Ivanova M. I. Yehortseva Ye. Ye. and Myronenko Ya. Yu. (2016), "Unification of competitiveness assess- ment methodology", Traiektoriia nauky, [Online] vol. 5, no. 10, available at:
10. Khalimon T. M. (2016), "Assessment methods, indicators and benchmarks of enterprisecompetitiveness", Ekonomika i suspil'stvo, [Online] vol. 6, available at: 
11. Androsova T. V. Chernyshova, L. O. and Kozub, V. O. (2012), "Methods for assessing the international competitiveness of enterprises", Visnyk KhDUKhT, [Online], available at:
12. Kliestik T., Valaskova K., Lazaroiu G., Kovacova M. and Vrbka J. (2020), "Remaining Financially Healthy and Competitive: The Role of Financial Predictors", Journal of Competitiveness, Vol. 12, no. 1, pp. 74-92.
13. Bryzhan' I. A. and Chevhanova V. Ya. (2015), "Comparison of methods for assessing the competitiveness of the enterprise", Tekhnolohichnyj audyt i rezervy vyrobnytstva, [Online], no. 4/5(24), available at:
14. Franiv I. A., Koval' L. M. and Rusyn-Hrynyk R. R. (2010), "Theoretical aspects of enterprise competitive- ness management", Mekhanizm rehuliuvannia ekonomiky, [Online], vol. 3, available at: bitstreamdownload/123456789/8822/1/9.pdf
15. Khrusch N. A., Vahanova L. V. (2010), "Modern methodological approaches to assessing the competitive- ness of the enterprise", Visnyk Khmel'nyts'koho natsional'noho universytetu, [Online] vol. 5, no. 3, available at:
16. Nykoliuk O. M. (2015), "Assessment of the competitiveness of an agricultural enterprise: methodological assessments", Naukovyj visnyk Khersons'koho derzhavnoho universytetu, [Online] vol. 11, no.5, available at: 
17. Kobeliev V. M., Boltenko V. I. (2015), "Assessment of the competitiveness of the enterpriseand the factors of its increase", Visnyk NTU "KhPI", [Online] vol.60, available at: pdf/vcpitp_2015_60_15.pdf 
18. Yankovyj O. H. (2013), Konkurentospromozhnist' pidpryiemstva: otsinka rivnia ta napriamy pidvyschennia [Competitiveness of the enterprise: assessment of the level and directions of improvement],Atlant, Odesa, Ukraine.
19. Horak M. Matoskova J., Danko L. (2020), Development of a Cluster Manager's Competencies Towards Competitivenesss. Journal of Competitiveness, vol. 12, no. 1, pp. 57-73.
20. Postula M., Raczkowski K. (2020), The Impact of Public Finance Management on Sustainable Development and Competitiveness in EU Member States. Journal of Competitiveness, vol.12,no.1, pp.125-144.
21. Ladunka I. S., Bratanov M. I. (2016), "Research of factors influencing the competitiveness of domestic enterprises", Ekonomika  i suspil'stvo, [Online],  vol. 5, available at: 5_ukr/34.pdf
22. Stebliuk N. F., Volosova Ye. R. (2017), "Determining the competitive directions of the enterprise in the market of fermented milk products", Ekonomika i suspil'stvo, [Online] vol. 9, available at:
23. Nosova L. V. (2015), "Application of SWOT-analysis to determine the competitiveness of JSC«Sumy plant