Факультет економіко-гуманітарних наук та права

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    Methodological Approach to Assessing the Competitive Advantages of Food Industry Enterprises
    (ННІ «Український державний хіміко-технологічний університет» Українського державного університету науки і технологій, 2025) Harmider, Larysa D.; Honchar, Larysa A.; Serhieieva, Olena R.; Okhotnik, Serhii
    ENG: This article presents a comprehensive and structured analysis of theoretical foundations and methodological approaches to the formation and evaluation of competitive advantages of enterprises in the food industry, particularly under conditions of economic instability, reduced consumer purchasing power, and intensifying market competition. Special attention is paid to the operational specificities of the bakery industry, where enterprises must simultaneously respond to changing consumer demands and optimize internal resources. The authors propose a refined and multidimensional definition of the concept of “competitive advantages of an enterprise,” which encompasses tangible and intangible assets, organizational capabilities, and core competencies that determine long-term competitiveness. The paper evaluates and compares various methodological tools for assessing enterprise competitiveness – including analytical methods, graphical models, benchmarking techniques, and the 4P marketing mix framework (Product, Price, Place, Promotion). A case study of LLC “Zaporizhzhia Bakery No. 3” is presented, assessing its position in the market relative to key regional competitors through weighted criteria within the 4P framework. The results demonstrate a relatively strong competitive position but also highlight shortcomings in areas such as branding, discount policy, and promotional activities. Based on this analysis, the authors suggest strategic directions for enhancing competitive advantage management, including product quality improvement, technological modernization, cost optimization, expansion of the product range, and the development of more effective marketing communications. The methodological approach proposed in the study offers practical value for decision-makers in the food sector striving to improve performance and ensure sustainable development in complex market environments.