Abstract
<jats:p>The article is devoted to the issues of ensuring and assessing the competitiveness of business entities in the context of the digital transformation of the economy. The purpose of the study is to substantiate the theoretical and methodological foundations for analyzing and assessing the competitive positions of business entities in the context of digital transformation, and to determine the role and potential of digital tools in this process. The study determines that the key task of analyzing competitive positions is to identify the current level of enterprise competitiveness and define its position in target markets relative to major competitors. The article substantiates a comprehensive process for analyzing and assessing an enterprise's competitive position, including assessing the external competitive environment, internal potential, comparing with competitors, integrating assessments of competitiveness, and drawing strategic conclusions. The expediency of integrating digital tools across all stages of this process is justified to enhance the objectivity, comprehensiveness, and efficiency of analytical procedures. Powerful digital tools and platforms used in domestic and international practice for assessing the competitive positions of enterprises are characterized, including business intelligence systems, competitive intelligence platforms, digital marketing tools, and artificial intelligence–based solutions. It is determined that the application of digital technologies enables integrating the results of financial, market, and strategic analysis into a single analytical system and ensuring real-time monitoring of competitive positions. The study of the potential of digitalizing the assessment of competitive positions substantiated its role as a powerful factor in increasing enterprises’ adaptability to changes in the external environment, reducing the subjectivity of managerial decision-making, and forming sustainable competitive advantages in the long term. It is argued that digital tools create the prerequisites for transitioning from static assessments of competitiveness to dynamic, multidimensional models focused on the strategic development of business entities.</jats:p>