ПЕРЕДУМОВИ УДОСКОНАЛЕННЯ СТРАТЕГІЇ РОЗВИТКУ ПІДПРИЄМСТВА ЦЕЛЮЛОЗНО-ПАПЕРОВОЇ ПРОМИСЛОВОСТІ УКРАЇНИ

Abstract

The high degree of variability of the external environment, which affects the effectiveness of the management of the foreign economic activity of enterprises of the pulp and paper industry of Ukraine and ensuring its strategic development in the long term, determines the relevance of the research goal. This requires the development of scientific and practical recommendations for the strategic development of the enterprise's foreign economic activity, one of the first steps to which is the determination of the prerequisites for improving such a strategy. The production of pulp and paper products is an important aspect for the normal functioning of economic entities, but it is not the main sphere of the economy of Ukraine. Therefore, in Ukraine, there is a problem of full supply of all business entities with the products of the pulp and paper industry, and the study of its state and development trends in order to reveal factors and factors that suspend or make impossible the effective activity of enterprises operating in this field is relevant. The main trends in the development of the pulp and paper industry of Ukraine have been determined: a decrease in production, consumption and sales of products in 2018–2020, dependence on supplies from foreign contractors. The MarketScore index of "Ukrainian Paper" LLC was determined, which decreased from 3.7 in 2017 to 3.3 in 2020, which shows that the company has high market power, occupies leading positions in the market, but is gradually losing them. The conducted SWOT analysis of the enterprise showed that the strengths provided it with a leading position in the market and determine the potential for development, the weaknesses create a number of problems, in particular, wear and tear of equipment, which leads to an increase in the cost of manufactured products and poor maneuverability of production in accordance with market requirements; weak policy of product promotion in foreign markets; low management flexibility. The prerequisites for improving the strategic management of the foreign economic activity of Ukrainian Paper LLC have been determined: external prerequisites (change in national policy, strategic goals for the development of the pulp and paper industry, establishment of international trade relations that will allow Ukraine to annually increase the volume of product sales in this industry), prerequisites, which are based on the identification of the company's risks (level of saturation of the domestic market, instability of prices for pulp and paper products, fraudulent activity, etc.).