METHODOLOGY FOR MODELING THE BEHAVIOR OF AN ENTERPRISE IN A COMPETITIVE ENVIRONMENT

Abstract

The article deals with the issues of modeling the behavior of an enterprise in a competitive environment, provides an overview of approaches to the concept of a competitive environment, an analysis of literary sources devoted to this topic. An urgent issue for modern enterprises is timely adaptation to market changes and the behavior of competitors. The author's methodology for modeling the behavior of an enterprise in a competitive environment is proposed, focused on taking into account the dynamism of the external environment, analyzing the activities of competitors and developing appropriate marketing scenarios, which includes the following tools: a matrix of scenarios for the behavior of an enterprise in the market relative to competitors; a set of criteria for analyzing competitors; classification of types of competitors; a set of typical scenarios for countering competitors. The author offers a classification of factors (market, consumer, production) that influence the competitive environment and the prospects for the development of the enterprise in the market.