Abstract: effective economic development involves the production and sale of products that are competitive in price and quality, satisfying both the manufacturer and the consumer. The article identifies the main factors that increase the competitiveness of enterprise products and contribute to its sustainable development; a methodology was developed for assessing the competitiveness of products in an enterprise, the advantage of which is an individual approach to the enterprise under study. The main directions to the development of product competitiveness at the enterprise are identified. The aim of the study is to develop the theoretical foundations and develop a set of methods for assessing and managing the competitiveness of products based on the formation and implementation of an innovative development model.
Keywords: competitiveness, product quality, factors of effective management, assortment