MECHANISM OF INTERNATIONAL COMPETITIVENESS MANAGEMENT AT THE ENTERPRISE Darya Hrytsenko DNIPROPETROVSK 2015 ALFRED NOBEL UNIVERSITY, DNIPROPETROVSK Scientific supervisor: G. Ya. Glukha, Doctor of Economics, Associate Professor MASTER’S DEGREE RESEARCH: Researcher: 5th year student of International Economics Department

SECTION 3. Ways of improving the international competitiveness of the bank using innovation SECTION 1. SECTION 2. Theoretical aspects of definition and formation of the international competitiveness Analysis of the innovation policy as a factor of international competitiveness management with the commercial bank PrivatBank taken as an example

The purpose of the research development and perfection of the mechanism of provision and management of a company’s competitiveness on the world market The object of the research mechanisms of providing and management of a company’s international competitiveness The subject of the research management of international competitiveness of CB PrivatBank

International competitiveness of the enterprise is the company's ability to maximize use of its strengths and concentrate its efforts in the sphere where there are no competitors and where it can take a leading position on the international market. The company can achieve a high level of international competitiveness by: the lowest cost of production of goods or provision of services; differentiation of goods or services; focusing on a particular segment of the market. The company can manage its international competitiveness through the implementation of innovative strategies.

CB PrivatBank is the one of the biggest Ukrainian banks. CB PrivatBank is one of the most innovative banks in the world. NOW It is proved by such indicators as the biggest profit of billion UAH (2013) the largest number of customers (18 million regular customers in 2013) It is proved by the largest number (more than 200) of innovations (new devices, software and services)

Innovations that provide the speed of operations, profitability and competitiveness of the bank: 70% of the total amount of profit, 2013

Problems faced by the Bank in the implementation of innovations not enough level of adaptation and controlling of innovation technical failures in the work of programs and devices lack of highly qualified staff large scale of introduction of innovation in services cultural differences in different countries Today, the Bank is represented in countries such as Georgia Italy Lithuania Portugal Representation in Cyprus

The proposed measures to management of international competitiveness Research of foreign markets of resources Market research for new products Research of the changes of consumer needs Development of new market segments Phased introduction of innovations in the bank's activities Evaluation of the efficiency and planning of innovations On the basis of the adoption of the proposed measures the decision to implement innovation can be taken.

Based on the analysis of the Ukrainian market and the products that the bank uses in its activity it can be said that the use of mini terminals is the most attractive, which will allow increasing the growth rate of the bank's activity; enhancing competitiveness of the bank; rising the level of bank profits; increasing the advantage that competitors cannot copy; providing a leading position for a bank in the market. Today, potential of the mini terminals is completely unused

Effect on profit using a bigger number of mini terminals NowIn prospect 8,000 mini terminals used profit of 160 million UAH increased to use of 15,000 mini terminals profit of 400 million UAH within one year It will allow increasing the total profit of the bank from 1.9 billion to 2.2 billion UAH (over 320 million UAH more than in 2013)

A larger quantity of mini terminals can serve more customers and carry out more operations. This will increase the total profit of the bank and its effectiveness on other markets.

CONCLUSION The proposed measures of improved effectiveness have a long-term prospect. It will contribute to strengthening and development of the bank's position on the national and international banking markets.