CONCEPTUAL FOUNDATIONS OF THE COMPETITIVE ENVIRONMENT SEGMENTATION OF THE NATIONAL BANKING MARKET

Recession and stagnation in the bank sector of Ukraine along with the growing world macroeconomic instability were found to have intensified the problem of the national banks competitiveness increase in both internal and external financial markets. To form an effective competitive strategy a methodological toolset of the competitive environment segmentation of the national bank services was suggested which foresees the division of the banks into groups of competitors according to the characteristics of the competitive positions in the leading market segments, the analysis of their competitive strength and the possibilities of the use of certain methods of competition.