Chebanova I.A.2025-01-062025-01-062024https://ir.duan.edu.ua/handle/123456789/4925The bachelor's thesis examines the theoretical and methodological foundations of enterprise competitiveness, evaluates the competitiveness of LLC "Pyatikhatsky Plant of Metallurgical Mixtures" in the defined marketing environment, and proposes directions for its improvement. A comprehensive analysis of the product market for LLC "Pyatikhatsky Plant of Metallurgical Mixtures" was conducted, including competitor analysis, market segmentation, identification of target segments, and product positioning. Given the specifics of the company's products and competitive conditions, the implementation of a product model for organizing the marketing department was proposed. It is recommended to conduct a marketing audit twice a year by the company's own efforts, which will enhance the competitiveness of the company in the market.enenterprise competitivenesscompetitive advantagesmethods for assessing competitivenessmarketing analysisPEST analysisSWOT analysismarketing auditenhancing competitivenessOther