Strategic analysis of competitive positions of a trading enterprise

Юрченко, Олександр Анатолійович (2025) Strategic analysis of competitive positions of a trading enterprise Актуальні проблеми сталого розвитку, 8 (2). pp. 343-351. ISSN 3041-1807

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Abstract

The article presents a comprehensive study of the theoretical and methodological foundations of strategic analysis of competitive positions of a trading enterprise and substantiates practical approaches to assessing its market position in a dynamic and highly competitive environment. The relevance of the research is determined by the intensification of interformat competition in trade, the rapid development of e-commerce and omnichannel models, the digitalization of business processes, and the growing importance of intangible factors of competitiveness, including brand strength, service quality, customer experience, and digital sales channels. Under such conditions, strategic analysis becomes a key element of information and analytical support for strategic management decisions. The paper clarifies the essence of strategic analysis and defines its role in the system of managing the competitiveness of a trading enterprise. It is argued that, unlike operational analysis focused on short-term results, strategic analysis has a long-term orientation and is aimed at identifying sustainable competitive advantages, strategic risks, and development potential. The study systematizes internal and external factors shaping competitive positions, taking into account the sectoral specifics of trade, including assortment and pricing policies, service quality, logistics efficiency, managerial potential, intensity of competition, consumer behavior, and the impact of digital technologies. Special attention is paid to the generalization and adaptation of methodological tools for strategic analysis of competitive positions. The article summarizes the analytical capabilities of SWOT and PEST analysis, Porter’s five forces model, competitive profile matrix, value chain analysis, and benchmarking. A step- by-step methodology of strategic analysis is proposed, which includes analysis of the external environment, assessment of internal potential, comparative analysis with key competitors, integration of analytical results, and formulation of strategic conclusions and managerial decisions. The practical significance of the research is confirmed by the results of a matrix-based assessment of competitive positions of leading Ukrainian trading enterprises, which made it possible to identify differentiation in their strategic advantages, strengths and weaknesses, and priority directions for enhancing competitiveness. The study proves that the use of strategic analysis results in the process of forming and adjusting competitive strategies increases the validity of managerial decisions, enhances the adaptability of trading enterprises to changes in the market environment, and contributes to strengthening their long-term competitive positions.

Item Type:	Article
Uncontrolled Keywords:	strategic analysis; competitive positions; trading enterprises; competitive strategy; SWOT analysis; PEST analysis; benchmarking; digitalization; external environment; internal potential
Subjects:	Статті у періодичних виданнях > Фахові (входять до переліку фахових, затверджений МОН)
Divisions:	Факультет економіки та управління > Кафедра міжнародної економіки
Depositing User:	доцент Олександр Анатолійович Юрченко
Date Deposited:	09 Feb 2026 11:05
Last Modified:	09 Feb 2026 11:05
URI:	https://elibrary.kubg.edu.ua/id/eprint/56330

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