FEATURES OF COMPETITIVE MANAGEMENT STRATEGIES IN THE SYSTEM OF STRATEGIC ANALYSIS OF ENTERPRISE ACTIVITIES

Introduction. The effectiveness of strategic management is determined by the ability of the enterprise to integrate the results of strategic analysis through the formation of adaptive mechanisms of competitive behavior, which is an important element of its development in modern conditions. The purpose of the article. To justify the peculiarities of the formation of competitive management strategies of the enterprise on the basis of strategic analysis, the development of the strategic process algorithm and the interpretation of SWOT analysis as a tool for generating strategic decisions. Methods. The research uses methods of strategic analysis, logical-structural generalization, systemic approach, methods of interpretive modeling, as well as analytical tools for assessing threats to the development of the enterprise. SWOT analysis was used as a tool for building a map of strategic decisions. Results. The article summarizes the theoretical foundations of the features of the development of competitive management strategies and their formation algorithm, which includes diagnostics of the initial state, assessment of environmental factors, setting of strategic goals, scenario modeling and operational detailing of decisions. The expediency of interpreting SWOT analysis in the form of a decision map, which ensures the transformation of factor analysis into structured variants of competitive behavior, is substantiated. Conclusions. The research confirms that an effective competitive management strategy is formed on the basis of the integration of analytical tools, taking into account the systemic interaction of factors and the use of adaptive mechanisms of strategic choice through the proposed algorithm of the SWOT analysis decision map.