Diagnostics of competitive potential of agricultural enterprises in Ukraine during war

The article provides an assessment of the Ukrainian agricultural market and determines that the total amount of losses caused to the agricultural industry as a result of the Russian invasion of Ukraine amounted to more than 8 billion USD at the end of 2022. At the same time, indirect losses of Ukrainian agriculture due to reduced production, blockade of ports, and growth in production costs are estimated at 34.25 billion USD. Due to a significant deterioration in the financial performance of agricultural enterprises in Ukraine, the article presents the authors’ algorithm for diagnosing the competitive potential of an agricultural enterprise based on the results of a study of internal factors influencing the competitiveness of agricultural enterprises, grouped into the following groups: — “technical level of production and sales of equipment”; — “state of production”; — “personnel and the extent of its use”; — “financial condition of society”; — “marketing resources”; — “economic efficiency of activity”; — “investment and innovation resources”. It has been proven that the use of elasticity models allows to take into account the influence of a significant number of factors, and elasticity can be defined as a measure of susceptibility to changes in one or more independent variables. It has been proven that the level of competitiveness of an agricultural enterprise at any given time is determined by the overall influence of interrelated factors, acting simultaneously and in different directions, enhancing or weakening the overall effective impact. It is substantiated that an agricultural enterprise must constantly respond to the demands of an unstable environment, reconfiguring and updating its resources and competencies; move through systematic problem solving, identify opportunities and threats, make quick decisions, implement productive strategies, etc.