STRENGTHENING THE MARKET POSITION OF SMALL BUSINESSES IN LOCAL CONSUMER MARKETS THROUGH STRATEGIC AND INSTITUTIONAL MECHANISMS

This article examines the problem of strengthening the market position of small business entities in local consumer markets under conditions of increasing competition, structural economic transformation, and changing consumer behavior. The study conceptualizes competitiveness not merely as a price-based phenomenon, but as a multidimensional category incorporating product quality, marketing adaptability, customer relations, managerial efficiency, and institutional support mechanisms. Using a combination of theoretical generalization and analytical assessment, the article identifies key factors that determine the sustainability of small businesses in local markets and substantiates strategic pathways for enhancing their competitive resilience. Special attention is devoted to the role of localized demand analysis, service differentiation, and regulatory frameworks in fostering long-term competitiveness. The findings demonstrate that small businesses operating within local consumer markets can significantly strengthen their market positions through coordinated strategic planning and effective integration into the institutional environment.

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