The toolkit for the development of a corporate strategy for the competitiveness of an enterprise on international markets

Abstract

Introduction. In today's world, the growing globalization of the economy and the development of Internet technologies create unique opportunities for enterprises to expand their activities beyond national borders. However, opening up new opportunities also brings challenges. Developing a corporate strategy for the enterprise's competitiveness in international markets is a relevant and important topic for modern business leaders and managers. The purpose of the paper is to develop tools for developing corporate strategy for the enterprise's competitiveness in international markets. Results. The paper examines the toolkit of corporate strategy development for enterprises on international markets to achieve competitiveness. The authors emphasize the key elements of strategy, such as positioning, goals, and objectives, which help businesses define their uniqueness and focus on achieving success in the global business environment. The paper offers a comprehensive approach to strategy development. It provides a set of tools, including market analysis, SWOT analysis, value proposition definition, go-to-market strategy, operational elements, strategic partnerships and performance measurement. These tools help businesses adapt to changing market conditions and respond effectively to competitive pressures. The outlined toolkit serves as an essential starting point for developing a strategy in international markets. Still, the paper also emphasizes the need to adapt these tools to each enterprise's specific needs and characteristics. Focusing on the role of employees in strategy implementation is another important aspect of the paper. The authors emphasize the importance of engaging, motivating and developing employees as a critical resource for success in international markets. Conclusion. The results of developing corporate strategy in international markets demonstrate the importance of a comprehensive approach and adaptation to the conditions of the global business environment. Although it is not a universal solution for all enterprises, the toolkit provides the fundamental elements necessary to develop an effective corporate strategy. Appropriate adaptation of these tools to the specifics of the enterprise and market conditions allows the company to succeed in international markets and ensures the competitiveness of the company.