ESSENCE AND METHODS OF ASSESSMENT OF STRATEGIC POTENTIAL OF THE ENTERPRISE

Abstract

The development of market relations in the national economy requires radical changes in the system of governance at various levels, including at the micro level. His generally accepted model has focused on the processes of senior management and internal decision-making, so today's financial restructuring is hampering the inertia of managers and their focus on addressing current internal shortcomings. Sustainable development of the national economy and its integration into the European economic space correlate with the strategic development of enterprises, as a clearly defined plan of action promotes profitability and efficiency, allows to make the right management decisions taking into account foreign policy and domestic opportunities and threats. The prosperity of enterprises is entirely related to the development of strategic potential, especially considering the development of Ukrainian business today. The strategic capabilities of the enterprise depend on it, resources are used more efficiently, the capabilities and reserves of the enterprise increase significantly. Due to the fact that the strategies are implemented at all stages of enterprise development, it also contributes to the prosperity of the enterprise in the future. The issue of formation and assessment of strategic potential is important for domestic enterprises. Regular changes in the economy, crises, the development of new methods of enterprise management encourage scientists to further study the category of "strategic potential". The issue of standardization of methodological approaches to the assessment and research of strategic potential has remained unresolved. The purpose of the article is to prove the main directions of increasing the strategic potential within a modern enterprise, using methodological approaches to the formation of an assessment of the possibilities of its implementation. Effective use of strategic potential is the key to successful enterprise. Strategic potential plays a leading role in many enterprise processes. This is the appropriate use of resources, implementation and development of strategies, goals and directions of development. The article analyzes such concepts as composition, structure, methods of analysis and research of the strategic potential of the enterprise.