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Abstract. Introduction<\/strong>. Ukraine’s transition to a market economy has led to an increase in competition in the market. An enterprise must be competitive to operate effectively on the market but it is only possible to achieve it if it examines the activities and strategies of managing existing competitors and market leaders. Today, the market of transport in Ukraine is developed and competitive. But, in the presence of large enterprises of monopolies, small and medium-sized enterprises cannot compete and bankrupt. One of the tools for studying competitors is benchmarking. When using benchmarking, an organization has the ability to assess its performance, compare it with its leaders and competitors, and identify areas for improvement for its development.<\/p>\n

Purpose<\/strong>. The purpose of the article is to use benchmarking technology by transport companies to analyze competitors and identify their best players, which will enable small and medium-sized companies in the transport and logistics industry to identify their weaknesses and improve their efficiency and competitiveness, as well as to effectively use their potential for account of the introduction of the best methods for organizing a business process.<\/p>\n

Results<\/strong>. A methodology for applying benchmarking for assessing the competitiveness of transport enterprises’ potential is formed. The stages of benchmarking are identified: the identification of objects for comparison, the choice of the leader for comparison, the establishment of procedures and methods of comparison, the collection and analysis of the data obtained, the identification of the actual level of backlog of the object from the best practices, the evaluation of the prospects for the introduction of best practices, the provision of benchmarking results to management, elaboration of action plan for improvement of activity, implementation of the plan and evaluation of the results. The method of functional benchmarking has been applied to determine the competitiveness of the investigated enterprise in the market of transport services. The advantages and disadvantages of functional benchmarking are analyzed. The estimation of quality of the main types of services of transport companies is carried out on the following parameters: quality of work execution, price policy, and quality of service in the company, timing of work, logistics and their comparison using benchmarking. Measures have been developed to improve the business of the transport company.<\/p>\n

Conclusions<\/strong>. The result of the research is to identify the weaknesses of the investigated enterprise and to propose measures to improve them, among which: improving the quality of the services provided, improving the pricing policy of the company and the quality of service at the office of the company, optimizing the terms of execution of orders, organizing an equipped leisure place for customers and providing a flexible discount system for regular customers. Proposed measures for improvement. Comparison of the research enterprise with the companies – leaders of the market of transport services, has made it possible to determine the directions, in order to improve the use of existing potential of the enterprise.<\/p>\n

Keywords<\/strong>: benchmarking; estimation; quality; competitiveness; potential; transport company.<\/p>\n

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