We propose a new approach to assessing the possible impact of market threats on the competitiveness of enterprises of the real economy. The list of main areas of the real sector of the economy is made taking into account the specifics of the Altai Territory. The main hypothesis presented in the article, is that stress factors of external threats may not always have a uniquely devastating impact on the economic performance and competitiveness of enterprises. The model presented according to the level of competitive forces and the degree of influence of threats on the activities of enterprises shows that threatening external factors can affect the competitiveness of enterprises both positively and negatively. The market agents with competitive force below the industry average the market threats impact will be damaging. For economic agents, that have competitive strength above average the exposure is likely to be positive. Despite the existence of certain restrictions on the use of the proposed model, it is likely to have evidence of academic novelty. The model of competitive strengths effect and possible negative effect of threats can be used when evaluating various options for the implementation of regional development strategies to predict the development of various sectors of real economy.