JUSTIFICATION OF THE CHOICE OF A COMPETITIVE STRATEGY

A methodical approach to the choice of a competitive strategy has been developed. Analysis has been made of the available methods for solving multicriteria problems which include: methods of the fuzzy set theory, the utility theory methods, methods of vector stratification analysis, and Saaty's hierarchies method. The necessity of using the analytic hierarchy method for the selection of a competitive strategy has been justified. A sequence of steps of the proposed method has been presented. Based on theoretical generalization of scientific literature and the analysis of the strategic potential, the criteria for selection of competitive strategies have been identified and combined in groups of factors of influence on the strategic choice: financial, production, marketing, personnel, scientific-technological and innovative investment, organizational and management that are used in the choice of a competitive strategy by benefits and costs.