IMPROVING WAYS OF COMPETITIVENESS OF ENTERPRISES IN THE ENERGY INDUSTRY OF UKRAINE DURING A CRISIS PERIOD

In today's post-industrial world, transformations are all-encompassing. They affect all spheres of social life, including business processes. In conditions of constant change and increased competition, enterprises are forced to strengthen their competitive positions by creating new advantages among competitors. The article is devoted to the problem of ensuring the competitive advantages of an energy industry enterprise (DTEK Group) during protracted crisis phenomena. The current state of companies in the energy sector of the Ukrainian economy, the role of DTEK Group enterprises in the domestic energy market is analyzed; the negative consequences of the impact of economic and political events on the results of the DTEK company were revealed. Ways to increase competitiveness for the DTEK Group are proposed. The article revealed the influence of energy companies on the national energy industry and described the main vectors of the energy holding DTEK. Based on the researched materials, recommendations were offered to increase the competitiveness of DTEK by revealing the potential of the retail brand "YASNO" through the activation of marketing and the expansion of the map of charging stations for electric vehicles. The choice of business improvement methods was made on the basis of substantiated statistical data, the dynamics of demand for energy-efficient products, and environmental trends. In this context, the strengths of the brand's products for consumers and the main components that should be taken into account during the marketing campaign were determined. Based on this, emphasis was placed on the preferences for consumers from the installation of solar panels for private households. Based on this, conclusions were drawn regarding the effects of the implementation of the formulated proposals.
Стаття присвячена проблемі забезпечення конкурентних переваг підприємства енергетичної галузі (Групи ДТЕК) під час затяжних кризових явищ. Проаналізовано сучасний стан компаній енергетичного сектору економіки України, роль підприємств Групи ДТЕК на вітчизняному енергетичному ринку; виявлено негативні наслідки впливу економічних та політичних подій на результати діяльності компанії ДТЕК. Запропоновано шляхи підвищення конкурентоспроможності для Групи ДТЕК.