TOOLS FOR STRENGTHENING THE COMPETITIVENESS OF TRADE ENTERPRISES IN THE CONDITIONS OF EXISTENTIAL CHALLENGES

Abstract

The article considers modern approaches to strengthening the competitiveness of trade enterprises in conditions of economic instability. The main problems that complicate the implementation of competitive strategies of trade enterprises are identified. Tools for strengthening the competitiveness of trade enterprises in conditions of exis-tential challenges are proposed. Cash flow management strategies are analyzed, in particular, forecasting financial transactions and automation of cost control. The impact of the destruction of logistics chains on trade activities is de-termined and the effectiveness of cooperation with domestic manufacturers and the use of multimodal transportation is substantiated. The role of business digitalization is investigated, in particular, the implementation of ERP and CRM systems, RFID technologies and Big Data analytics to increase the efficiency of resource management and personaliza-tion of customer service. The importance of omnichannel marketing, personalized loyalty programs and digital content marketing in ensuring a stable level of sales is outlined. Approaches to overcoming the shortage of personnel are con-sidered, including corporate training, remote employment and social guarantees. Measures for energy independence of enterprises through the use of renewable energy sources, energy-efficient technologies and resource optimization are analyzed. The importance of expanding partnerships, entering new markets, export strategies and using modern mar-keting tools to ensure the financial stability of enterprises is determined. The need for a comprehensive approach to business adaptation, including financial, technological, logistical and marketing aspects to overcome crisis challenges and sustainable development is highlighted.