THE MODEL OF FORMING COMPETITIVE STRATEGY OF AN ENTERPRISE UNDER THE CONDITIONS OF OLIGOPOLIC MARKET

Abstract

The article presents the original and scientifically brand new model of forming the integrated competitive strategy of an enterprise under the conditions of oligopolic market, followed by the cases of empirical application. The integrated competitive strategy of oligopolic enterprise is considered to be the concerted set of partial (detailed) competitive strategies targeting the certain elements of internal and external environment of an enterprise, determining its strategic position and influencing performance. The complex assessment of the estimated impact of partial competitive strategies on performance criteria is implemented (multicriteria evaluation methods are applied) in order to indicate the detailed strategies, having the highest potential influence on enterprise performance (to be selected to form the integrated competitive strategy), and to determine their scales (weights in the structure of the integrated strategy). The results of empirical application of the model are proposed to be employed to set up long-term goals and choose the main directions of business strategy of an enterprise, to distribute financial, human and other resources for strategic actions to be designed and implemented. Santrauka Straipsnyje skelbiamas originalus, moksliniu požiūriu naujas imones integruotosios konkurencines strategijos formavimo oligopolineje rinkoje modelis ir jo empirinio pritaikymo pavyzdys. Oligopolines imones integruotoji konkurencine strategija modelyje suprantama kaip suderintas rinkinys daliniu (detaliuju) konkurenciniu strategiju, nukreiptu i imones vidines ir išorines aplinkos veiksnius, turinčius itakos imones strateginei pozicijai ir veiklos rezultatams. Taikant modeli, atliekamas tiriamuju imoniu pasirinktu daliniu konkurenciniu strategiju lauktino poveikio veiklos detaliesiems rodikliams kiekybinis vertinimas (pasitelkiant daugiakriterio vertinimo metodus) ‐ palyginamas taikytinu strateginiu alternatyvu lauktinas poveikis finansiniam imones rezultatui, nustatant pranašiausias dalines strategijas (sudarysiančias integruotaja konkurencine strategija) ir ju taikymo masta (svori integruotojoje strategijoje). Modelio pritaikymo rezultatai naudotini priimant sprendimus del oligopolines imones konkurencines strategijos sudarymo, skirstant finansinius, žmogiškuosius ir kitus išteklius strateginiams veiksmams formuoti ir igyvendinti.