Identification and maximization of potential opportunities and individual advantages are considered to be key elements of successful business development. The prospects for the functioning of the business sector are determined by a number of factors, as well as the dynamics caused by them in the socio-economic field. The purpose of the study is to analyze the impact of the main microeconomic factors on the formation of competitive advantages of enterprises in the context of modern market processes. Based on the application of the methods of analysis and synthesis, comparison, generalization, systematization and abstraction, the article defines the boundaries of the regional microenvironment for business development, systematizes the most influential factors in the context of enterprise functioning. The specifics of the modern microenvironment for the formation of market competitiveness are determined, in particular, low efficiency of resource use, intensification of competition in the market, difficulties with the introduction of innovations and digitization of financial and economic processes, low level of inclusiveness and underdevelopment of the strategic planning system. The main microeconomic factors that shape the regional market conditions are analyzed, including the level of competition in the regional market, access of enterprises to the necessary resources, the size of the audience of actual and potential consumers, the level and method of influence of local authorities, and the possibilities of innovative and digital business transformation. Methods of business adaptation for the development of competitive advantages in the new microeconomic conditions have been developed, including the introduction of digital solutions for target audience research and marketing, increasing the competitiveness and efficiency of business processes, increasing flexibility and adaptability, and making optimal management decisions.
