The article deals with topical issues of developing a strategy for the competitiveness of an enterprise when entering international markets, due to the globalization of the world economy and the growing competition for presence in the global market. The author examines key aspects such as the reasons and motivation for the internationalization of business, the need to choose an external market over an internal one, as well as an analysis of the competitive environment at the national and global levels. A detailed analysis of the external and internal environment of the enterprise is carried out at the first stages of the formation of a competitive strategy. Methods of adapting products to the requirements of local markets and developing marketing strategies, as well as approaches to managing risks associated with entering international markets, are also considered. The article highlights the main strategies, such as market segmentation and cost reduction, and emphasizes the importance of innovation and the use of modern marketing tools for successful promotion on the global stage. The purpose of the research in this article is to consider the issues of developing an enterprise competitiveness strategy when entering the international market and the necessary conditions for its successful implementation.