THEORETICAL AND METHODOLOGICAL ASPECTS OF MANAGEMENT OF THE COMPETITIVENESS OF AGRICULTURAL ENTERPRISES UNDER MILITARY CONDITIONS

Abstract

The main aim of the article is to study the theoretical and methodological aspects of managing the competitiveness of agro-industrial enterprises in the conditions of martial law. Research methods were used when writing the article – general, scientific, economic methods of researching economic phenomena and processes: categorical analysis, the method of analysis and synthesis, the graphical and tabular method, the method of structuring and grouping. Presentation of the main research material. The article proves that the urgent issues of ensuring the competitiveness of agro-industrial enterprises, especially in the conditions of a full-scale invasion, are of fundamental importance, since the state and level of the country’s food security and the intensity of post-war recovery depend on the stability of the functioning of both individual agricultural enterprises and the entire system of the agro-industrial complex. It was determined that in the conditions of the martial law economy, the stability of the operation of an agro-industrial enterprise is determined by the effectiveness of managing its competitiveness, namely, the potential and available opportunities for the production and sale of agricultural products, which, according to their basic characteristics, are more attractive to consumers than the products of their competitors. It has been established that the theoretical and methodological aspects of managing the competitiveness of agro-industrial enterprises in the conditions of martial law acquire special importance, since it is the provision of high competitiveness of agro-industrial enterprises that should improve the process of forming a comprehensive agrarian policy, ensure optimal production-territorial relations between the subjects of the agro-industrial complex and prevent the emergence food crisis. The current state of the agro-industrial market was analyzed and the main competitive agro-industrial enterprises of Ukraine were identified as of the end of 2022: Kernel, MHP, Nibulon, Santreyd, ADM Yukreyn, Eridon, Cargill, Astarta, Delta Wilmar, LNZ, Optimus AGRO, Prometey. Conclusions. Because of the study, it was proven that an important aspect in managing the competitiveness of agro-industrial enterprises is their ability to adapt to changing economic conditions, which includes not only the use of competitive advantages, but also the ability to effectively respond to changes in the market and change its strategy in accordance with new conditions. Especially the conditions of martial law. It was found that the competitiveness of agro-industrial enterprises determines their ability to gain advantages in the competitive environment, which is characteristic of the market of agricultural products and services, which covers many aspects, given the current state of war in the country: purposeful state policy; the role of the state in the development of the agricultural sector; product quality; reduction of production costs; state order for products; scientific support of agro-industrial complex. The implementation of strategic tasks, which require a comprehensive approach and cooperation between the state, economic entities in the field of agro-industrial policy and research institutions, is structured. The definition of managing the competitiveness of agro-industrial enterprises in the conditions of military aggression has been added, which requires the implementation of effective measures to preserve and strengthen the positions of agricultural enterprises in the market in order to prevent a food crisis. Keywords: management; competitiveness; agro-industrial enterprises; agro-industrial complex; agricultural products; martial law; food crisis; agro-sphere; agro-technologies; product quality; innovations.