Competitive Activities Tactics in Key Commercial Deals

The article is devoted to the issue of choosing a tactical model of actions in various competitive situations of competitive projects. Using a clear example, the article shows a direct link between the success or failure of individual tactical actions and the strategic outcome of the business in the market as a whole. The object of research in the article is a competitive procurement situation that attracts several business representatives from the selected industry to participate. The author draws attention to the need to take into account the unique features that arise in the case of each individual competition, which may create differences in the competitive positions of participants in a particular competitive transaction from their overall competitive positions in their entire market. The article suggests using a two-dimensional competitive space, which is determined by independent parameters of key success factors. The novelty of the article consists in substantiating a practical method for choosing the optimal model of tactical competitive actions, depending on the assessment of the competitive position of the participant in the competition. As criteria for such an assessment of a competitive position, it is proposed to use the concept of key success factors in a new way, which are associated with the image of the contest participants and the competitive advantages of their bids. The author pays special attention to each of the four tactical models of competitive actions and substantiates the necessary conditions for the successful application of each tactical model.