ФОРМУВАННЯ БІЗНЕС-СТРАТЕГІЇ У СТРУКТУРІ СТРАТЕГІЧНОГО УПРАВЛІННЯ КОМПАНІЄЮ
This article examines the theoretical and practical aspects of forming business strategies for companies, considering the characteristics of the competitive environment and the economic characteristics of the companies themselves. It explores the forming and implementation of a differentiation strategy in Ukraine’s fuel retail market, using OKKO-DRIVE LLC as a case study. The competitive environment was analyzed, specifically through a PEST analysis of the macroenvironment, and a comparative analysis of the main competitors of OKKO-DRIVE LLC in the Ukrainian fuel market was conducted. A SWOT analysis identified the company’s key strengths and weaknesses. The company’s main strengths include high brand recognition, an extensive network of petrol stations, the effective Fishka loyalty program, modern digital services, and a wide range of ancillary services. These factors form the basis of the company’s competitive strategy and ensure a high level of consumer trust and loyalty. Based on the results of our study, we can conclude that in today’s highly competitive fuel retail market, a differentiation strategy is a fundamental tool for securing competitive advantages. Using OKKO-DRIVE LLC as an example, we have demonstrated that creating unique consumer value enables the company to successfully overcome the challenges posed by Russian aggression and macroeconomic instability, while maintaining positive net profit growth. One of the key factors in a company's long-term leadership is deep differentiation based on values such as reputation, product uniqueness, and brand. The authors propose key directions for forming and strengthening OKKO-DRIVE LLC’s competitive advantages, including improving consumer interaction, developing digital technologies, enhancing the quality-of-service infrastructure, strengthening the brand and business reputation, and entering new market segments. Implementing these measures will help increase the company’s competitiveness, strengthen its competitive positioning, and ensure long-term development in a dynamic competitive environment.