competitiveness

In the current context of digital transformation within the energy drinks market, the use of digital technologies has become a crucial tool for enhancing the efficiency of business processes, marketing strat- egies, and consumer engagement. However, despite considerable opportunities, the widespread imple- mentation of digital instruments in this sector faces several challenges that require both academic analysis and practical solutions. One of the key issues is the adaptation of energy drink producers' business models to the realities of the digital environment.

Purpose. The article aims to explore the impact of sustainable development elements on the performance of modern enterprises, specifically focusing on resource efficiency, financial indicators, and ecological responsibility. The core objective is to analyze how adherence to sustainable development principles enhances production quality, reduces costs, and minimizes ecological risks. It also emphasizes how sustainability fosters corporate reputation, builds consumer trust, and attracts investors, highlighting the correlation between sustainable practices and long-term business success.

Purpose. The article is aimed at studying and analyzing current business models and management strategies of leading trading enterprises in order to identify effective methods of increasing competitiveness and adapting to rapid changes in the market environment. Globalization and digital transformation are fundamentally changing the business environment, creating new challenges and opportunities for enterprises in the trade sector. Modern companies are forced to adapt to rapid changes in consumer preferences, apply innovative technologies and form strategies to ensure competitiveness.

Globalization and integration processes specify the objectivity of coordinating actions in the implementation of certain international processes, joining efforts in solving the problems facing humanity, ensuring economic growth on an intensive basis. In such conditions, the main role in the formation of effective business processes and the production of competitive products is played by the development and implementation of innovations.

As a result of globalization processes, information about products, firms is distributed through websites, social networks, chats, platforms, etc. Every year, the number of involved users of the Internet and social networks grows, as people increasingly prefer digital sources of information in contrast to traditional ones. Digitalization processes in the world are intensifying, so digital marketing today is a promising direction of product promotion, clearly oriented to the target audience. It provides fast twoway ‘seller-buyer’ communication, deep analysis of consumers.

Purpose. The purpose of the article is to analyze the state, competitiveness and development prospects of Ukrainian enterprises in the field of retail trade in light petroleum products on the domestic market. The main tasks of the research are: determination of the subject, object and subject of competition, criteria of competitiveness of gas station networks of Ukraine and their rating; calculation of the intensity of competition in the industry; characterization of the industry according to M. Porter's 5 forces of competition.

The article discusses the small businesses role in the market economy at the current stage of its development, characterizes its advantages and disadvantages, and defines the essence of the «competitiveness» concept. The authors have emphasized the economic and statistical analysis importance in researching the competitiveness of small businesses and in forming an effective strategy for its enhancement.

The article examines and studies the essence of competitiveness and the choice of an effective competitive strategy in various literary sources, scientific studies, and current regulations. According to the literature, all authors emphasize that for an enterprise to operate effectively in a competitive industry, it is necessary to have its own competitiveness strategy, which is formed as an action plan for obtaining a sustainable competitive position.

Modern trends of globalization and the development of the world economy convincingly testify the need to rethink the ways and models of doing business under the influence of IT systems and technologies. This opens new prospects for business. The Internet has become a modern space for conducting business, which significantly expands the possibilities of displaying the real economy in the virtual global world. The consequence of the above-mentioned processes is the development of such an economic and legal phenomenon as electronic business.

This article examines the concept of digitalization and its implementation at an enterprise in order to increase its competitiveness on the market. A content analysis of the term “digitalization” was carried out. Under his own vision of the term “digitalization” is understood the process of using, systematizing, and processing incoming information in a digital format and as a result of improving customer service in the business environment.