Justification of strategic direction of enterprise development
Students Name: Teslia Marta Olehivna
Qualification Level: master (ESP)
Speciality: Economics
Institute: Institute of Economics and Management
Mode of Study: full
Academic Year: 2019-2020 н.р.
Language of Defence: ukrainian
Abstract: Teslia M.O.,Zalutska C.Y.(supervisor).Substantiation of the strategic direction of enterprise development. Master’s thesis. ? Lviv Polytechnic National University, Lviv, 2020 Extended abstract In modern conditions of economic development the question of formation of strategy of development of the enterprise has acquired special urgency. There is a wide range of practical and theoretical developments in strategic management. It is the understanding of the concept of strategy that determines the achievement of goals, reflects their purpose and a set of related actions and decisions for the future. The search for a properly oriented strategy and its further implementation is preceded by long-term planning, which helps to establish strategic directions, tasks and tools to ensure their implementation [1]. Analysis of the business environment, formulation of goals and objectives are considered the most important stages, as they are a criterion of success or failure for the company. The importance of strategic management is due to the rapid pace of changes in the external environment, which often precedes the appropriate response of the enterprise, and therefore increases the number of cases of unexpected, unpredictable difficulties for the enterprise [2]. Study object ? the process of choosing an effective direction of enterprise development. Scope of research ? theoretical, methodical and practical principles of formation and selection of optimal ways of strategic development of the enterprise. Goal of research ? research of theoretical and applied bases of formation of the strategic direction of development of the enterprise, a choice and implementation of strategy which would lead to increase of economic indicators and market value of the enterprise. In general, the analysis of influencing factors helps to identify the strengths and weaknesses of the enterprise. Understand what you need to work on, and what already has a sufficient advantage over others. One of the most common methods for comprehensive analysis of the external and internal environment is SWOT-analysis. The formation of the SWOT matrix will outline the possible direction of strategic development of the enterprise. To choose a strategic direction of the enterprise is not enough to analyze the impact of all environmental factors, it is necessary to determine and take into account the level of influence of the most important of them at a given time, which would outline the long-term development of the enterprise [3]. moment of resources. However, it is proposed to improve the SWOT matrix. Factors of external and internal environments should be presented in ascending or descending order, according to the value of the integrated indicator of the importance of factors. An integral indicator of importance for environmental factors in the direction of the opportunity is found as the product of the coefficient of weight of this opportunity for the studied enterprise and the coefficient of use of opportunity [4]. The opportunity utilization factor is calculated as the product of the probabilities of the use of opportunities by a particular enterprise and the level of its impact on the matrix of opportunities. Similarly, we determine the integrated indicator of importance for environmental factors in the direction of the threat, using a matrix of threats. Based on the analysis, alternative strategic directions for the enterprise (integration growth, intensification and diversification) have been developed. Which in turn are characterized by the unity of approaches and competitive actions, business decisions, and the manifestation of its high efficiency. The concretization of the chosen strategic direction will take place by choosing the appropriate competitive and corporate strategies, which will outline the implementation of the chosen direction. The efficiency of the offered strategic directions of development of the enterprise of hotel sphere of activity is defined. Multivariate calculations of each of the strategies have been performed, and the best for the company, based on the analysis and research of data, for the company is diversification [5]. The use of diversification growth strategy involves increasing the volume of services, entering a new segment and gaining market share, increasing financial and economic indicators. Key words: strategy, SWOT-analysis, integration growth, intensification, diversification, integral indicator. References: 1. Sayenko M. (Eds.) (2010). Enteprise stratege. Ternopil: «Taip» 2. Zhikhareva V. Formation of development strategy in conditions of uncertainty. URL: http://economyandsociety.in.ua/journal/9_ukr/73.pdf 3. Characteristics of SWOT-analysis methods. URL:http://www.ukr.vipreshebnik.ru/strateg/4193-kharakteristika-metodiki-swot-analizu.html 4. Pastukhova V. (2002). Strategic management of the enterprise: philosophy, policy, efficiency. Kyiv 5. Klivets P. (2007). Enterprise development strategy. Kyiv: Academic Publishing House