Under the conditions of intense competitive struggle, integrated assessment methods are gaining increasingly greater importance in the processes of information and analytical support of enterprise development management. Enterprise competitiveness is one of the most universal, and, consequently, methodological and applied features among such generalizing characteristics. However, almost all of the approaches used are characterized by both significant advantages and certain disadvantages as of the date. This study develops a system of information and analytical support for managing enterprise competitiveness in the market of fast moving consumer goods, where competition is near the highest. The author's approach for assessing the competitiveness status of enterprises is developed. For this purpose, a system of indicators is determined, which reveal comprehensively and systematically the main parameters of competitiveness according to its structural components, or subsystems: (1) personnel, (2) property, (3) commodity, (4) organizational. The peculiarity of the approach includes the combination of the method of enterprise position rating in the market, and expert survey, which ends with presentation of the results using the graphical method. Summarizing approbation of the developed methodological approach to the assessment of enterprise competitiveness status, the results allow to allocate the leader enterprises, enterprises of average level of competitiveness, enterprises of attack zones and lost opportunities, and outsider enterprises are obtained. The results include the possibility of implementing a new better and more comprehensive approach for analyzing the status of competitiveness of competing enterprises, which serves as a significant information and analytical basis for policy planning to strengthen the competitive position of businesses for the consumer goods market.

The advantages of an integral approach to assessing the competitiveness of retailers are substantiated, which allows obtaining a more thorough and versatile informative base for making further managerial decisions to ensure the development of trading business. A new approach to the integral evaluation of the competitiveness of retailers is developed. The list of functional and structural components of competitiveness was substantiated: marketing,financial and investment, material and technical, intellectual and personnel,innovation, logistic and social. It is proposed to use the methodological sequence of competitiveness assessment, which involves the alternate passage of the following stages: construction of an evaluation hierarchy, identification of the levels of the criterion importance, definition of a set of “local vectors” by evaluation criteria, conducting comparative evaluation of competing enterprises, hierarchical synthesis of alternative options for ensuring competitiveness. The methods of an expert survey are used to form an information and analytical base. Using the Saaty’s analytic hierarchy process and the Delphi method of an expert survey, a matrix of pairwise comparisons of the criteria of the retailers’ competitiveness is formed. The Gallup Institute methodology is used to form the sample of enterprises. A matrix of rating positions of the socially-oriented retailers is developed to enable evaluation.On the basis of the obtained results – analytical support of the policy(regarding the competitiveness level, state of security and coefficients of weight of its functional and structural components), the strategic principles of managing the competitiveness of socially-oriented retailers. A matrix of strategic decisions on managing the competitiveness of socially-oriented retailers is developed.