Assessment of the degree of key factors impact on the competitiveness of enterprises in the agricultural sector of the Zaporizhia region based on a priori ranking

In modern conditions of increasing competition and dynamic changes in the market environment, agricultural enterprises face the need for effective management of factors affecting their competitiveness. This study is devoted to substantiating approaches to assessing the degree of influence of key factors on the competitiveness of an agricultural enterprise, based on a priori ranking in the context of a systematic approach. The paper examines the key factors determining the competitive position of agricultural enterprises, including product, pricing, marketing and communication policies, as well as the impact of technological and organizational aspects on the formation of sustainable market advantages. A systematic approach to marketing competitiveness management is proposed, including analysis, ranking and strategic adaptation of factors to changes in the external environment. Aim. Development and substantiation of a systematic approach to marketing management of the competitiveness of agricultural enterprises based on a priori ranking of factors, which makes it possible to increase their adaptability to changes in the market environment, optimize the use of resources and form sustainable competitive advantages. Methods. Integrated approach that includes theoretical and empirical methods for analyzing and evaluating the competitiveness of agricultural enterprises. The use of expert assessments and statistical methods of a priori ranking, which allows us to identify the most significant factors and develop practical recommendations for improving the effectiveness of marketing strategies of agricultural enterprises. Results. It was possible to obtain a structured and objective idea of the priorities of the impact of various internal and external indicators on the efficiency of enterprises. The analysis allowed us to identify the key factors that have the greatest impact on competitive positions. At the same time, the study demonstrated that a single factor, considered in isolation from others, is not able to fully characterize the overall state of competitiveness, which confirms the need for an integrated systematic approach. In addition, the use of expert assessments and the assignment of weighting coefficients contributed to the formation of a ranked list of factors reflecting their relative importance. The experiment made it possible to assess the impact of economic, technological, institutional and social factors on the competitiveness of the enterprise with a high degree of probability. As a result, the study confirmed that a systematic approach, including a priori ranking, is an effective tool for indepth analysis and management decision‐making, contributing to increasing the sustainability and competitive advantages of the agricultural sector in a dynamically changing market environment.