MANAGEMENT OF THE COMPETITIVENESS OF AGRICULTURAL ENTERPRISES: CHALLENGES AND SOLUTIONS

Abstract

The changes in land relations taking place in Ukraine create both new opportunities and new challenges for agricultural enterprises. In order to remain competitive in this environment, businesses need to adapt to the new realities and take steps to improve the efficiency of their operations. The article analyses the functioning of agrarian enterprises in modern conditions on the basis of SWOT-analysis and PEST-analysis. The article studies actual challenges of functioning of agrarian enterprises in the conditions of dynamically changing market environment and fierce competition and suggests practical ways of their solution. At the same time, the author analyses a number of factors that negatively affect the competitiveness of agricultural enterprises, in particular: the impact of active hostilities (loss of land, equipment, personnel, logistical difficulties, increased costs), economic problems (inflation, limited access to finance, decline in world prices for products), trade restrictions (embargoes, quotas, duties), loss of qualified personnel: migration abroad, slowdown in the pace of innovation development. To solve these problems, the article proposes a comprehensive approach to managing the competitiveness of agricultural enterprises, which includes: state support (providing financial assistance, tax benefits, compensation for losses, export promotion), international assistance (attracting funds and support from international organisations and partner countries), logistics solutions (search for alternative export routes, optimisation of logistics chains), investment in innovation (introduction of new technologies, equipment upgrades, development of research and development), and (training and retraining of personnel, invitation of specialists from other countries), marketing strategy (promotion of products in the domestic and international markets, formation of a strong brand). It is substantiated that successful management of competitiveness of an agricultural enterprise requires a systematic approach that covers all aspects of its activities. The ways of solving the current problems proposed in the article can help Ukrainian agrarians not only to restore what has been lost, but also to become more sustainable, efficient and competitive in the world market.