DYNAMIC COMPETITIVE STRATEGY OF BAKERY ENTERPRISES: PECULIARITIES OF DEVELOPMENT AND IMPLEMENTATION
Abstract
Purpose. Conducting analysis of the strategic process in the context of the formation of dynamic competitive strategies of bakery enterprises in the conditions of rapid changes in market conditions. Methodology of research. The concepts of strategic management and competitiveness and the results of fundamental domestic and foreign research on the development and implementation of competitive strategies were the theoretical and methodological basis of the study. The research was based on the use of the following methods: a systematic approach – to study the links between the strategy of an enterprise and the strategic process; theoretical generalization and comparison – for the development of the conceptual apparatus. The use of the causal method has led to the conclusion that one of the important factors for the effective implementation of a dynamic competitive strategy is a strategic plan that defines the main tasks, steps and resources necessary to achieve strategic goals. Findings. The key factors of the effectiveness of development of dynamic strategies of bakery enterprises, as well as their interrelation with the elements of the strategic process were identified. The necessity of implementing a complex strategic process, considering the peculiarities of the business environment of the enterprise was proved. The sequence of steps for the introduction of a dynamic competitive strategy was justified: from the stage of strategic assessment to the stage of the strategic management system implementation. Originality. The complex model of implementation of the dynamic competitive strategy of the bakery industry enterprise has been developed. Practical value. Thanks to the application of the dynamic competitive strategy model, bakery enterprises will be able not only to use available financial resources more efficiently, but also to respond more quickly to changes of market conditions. All this will significantly improve the flexibility of pricing and the investment attractiveness of the baking industry as a whole
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