Defining of the strategic direction of the enterprise economic potential enhancement

Dmytro Mykolayovych Vasylkivskyi


Abstract


The article focuses on peculiarities of market environment where home machine building enterprises work. Presently there is no common methodological approach elaborated for studying and planning the enterprise economic potential enhancement. It has been found out that most big machine building companies have a problem of lack of qualitative market research and programs of goods promotion especially of new products. Marketing activity that is poor or even absent inevitably has a negative feedback which means lack of consumers’ demand for new goods. There is high instability and unpredictability of events in economic, political, social and other spheres. In competitive environment it is hard to speak of cooperation between enterprises within one field because they are in fact competitors on the trade market. But there are cases when such cooperation turns out to be mutually profitable and helps to produce high-quality goods meeting all modern requirements even with the absence of state financing. Groups of factors are identified with the following characteristics: absence of state programs for the branch development, exclusion of home producers from international markets, lack of own resources for implementing development programs, unclaimed new products in the market, unstable prices for consumer resources, hostile information environment. Taking this into account appropriate models of strategic development may be designed. The author suggests a classification of external factors that condition the enterprise economic potential enhancement strategy and elements of this potential. Evaluation of hostility of the external environment should be made with the help of the negative action coefficient that is a sum of weighted values of particular coefficients defining the influence of external factors found out in the course of the research. A method is suggested to determine the direction of the strategic development which enables to design a general (most suitable) direction of the economic potential enhancement depending on the extent of the enterprise’s macro- and meso-level negativity. The potential is expressed in an active, passive or compensational development model. 


Keywords


economic potential; environmental factors; competitive environment; strategy; methodological approach; enterprise’s macro- and meso-level

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References


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Articles are distributed under Creative Commons Attribution  International 4.0 (CC-BY-NC 4.0) 


Science Works Journal "Ekonomichnyy analiz"

ISSN 1993-0259 (Print)  ISSN 2219-4649 (Online) DOI: 10.35774/econa


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