The purpose of the article is to deepen theoretical and methodological principles and develop practical recommendations for improving the management of the competitiveness of livestock products in agricultural enterprises of Ukraine. Research methods. During the research process have been used such scientific methods: abstract and logical for theoretical generalization of the definition of competitiveness management and formulation of conclusions; calculative and constructive for assessment of the competitiveness level of products and developing a criterion for choosing effective ways to improve it in the system of competitiveness management; statistical for determining the influence of factors on the level of products’ competitiveness; mathematical modeling for working out the mathematical model for selection of effective measures for the program to improve the products’ competitiveness. Research results. The problems of management of the product competitiveness have been considered and the essence of this definition has been outlined. It has been presented the stages of management of the competitiveness of livestock products at enterprise. The article also improves the theoretical principles of the system of product competitiveness management, analyzes the factors and indicators of product competitiveness, and evaluates the competitiveness of livestock products using the integral indicator in agricultural enterprises of Ukrainian regions. The ways of improving the management system of the product competitiveness at enterprise have been determined. Elements of scientific novelty. In the article have been improved the methodical approaches to assessment of the competitiveness level of livestock products, selection of the effectiveness criteria of the planned activities and development of a program for growth of the competitiveness of livestock products of enterprise. Practical significance. The results of the research can be used as a component part of the scientific and methodological base for decisions on the development of the cattle breeding industry at different levels of economic management. Tabl.: 1. Figs.: 2. Refs.: 10