The purpose of the article is to carry out the evaluation of perspectives of rural enterprises’ competitiveness on basis of research of their functioning success in modern conditions. Research methods. In the research process were used the following scientific methods: the dialectic method of knowledge for analyzing scientific works on perspectives and development problems of competitiveness of Ukrainian rural enterprises; methods of empirical research for evaluation and description of the state and development of the research object. Research results. Dependence of influence factors on the evaluation of prospects of agricultural enterprises’ competitiveness within a framework of the existing resource model of the agrarian complex was highlighted. As long as the domestic agricultural business is based on a resource basis, factors of land, capital and labor will contribute to result achievement, but without a tangible role of innovation. Under this condition, strategic management of resource potential of enterprises becomes of extreme importance, since relying on the quality of the land resource, it must be kept in a sufficient condition for stable productivity. Thus, enterprises will be forced to introduce effective elements of strategic management of resource potential as a priority, which will project a promising competitiveness. By effectively combining all of the abovementioned elements of strategic management of resource potential, the vast majority of agricultural enterprises will remain competitive. Elements of scientific novelty. The novelty of the research lies in further developed theoretical positions on determining the evaluation of development prospects for agricultural enterprises’ competitiveness, as well as outlined elements of the strategic management mechanism of resource potential of an enterprise. Practical significance. Main effective elements of strategic management of resource potential were characterized, which will contribute to the development of competitiveness of agricultural enterprises in the future. Figs.: 2. Refs.: 18