ДІАГНОСТИКА В СИСТЕМІ СТРАТЕГІЧНОГО УПРАВЛІННЯ ПІДПРИЄМСТВОМ

Abstract

Approaches to determining the strategic management of the enterprise, its basic tasks to ensure proper financial condition, increase profitability and competitiveness are characterized. The implementation of strategic management tasks is mainly based on the formation and implementation of strategies that increase the value of the business entity. Thanks to well-grounded current measures, long-term programs, strategic orientations, diagnostic processes, the company can ensure the achievement of the main goals of conducting financial and economic activities, especially under the influence of globalization processes and the choice of a European integration vector of development. The importance of diagnostics of the company's activity as a basis for determining the criteria for evaluating strategic development prospects is singled out. The methods of diagnosing the strategic potential of the enterprise in the strategic management system are defined. The stages of carrying out strategic diagnostics of the enterprise based on the formation of an information and analytical database are substantiated. The obtained analytical data can be used to form predictive values, conduct a structural analysis of the company's strengths and weaknesses, adjust marketing strategies, etc. It has been proven that a correctly chosen method of diagnosis and assessment of the effectiveness of the strategy in the context of comparing the costs of its implementation and the obtained results will contribute to increasing the efficiency of the strategic management of the enterprise. Enterprise managers can choose a management efficiency diagnostic technique that analyzes three directions for evaluating performance indicators. The optimal selection of the set of methods of conducting economic diagnostics provides an opportunity for management personnel to ensure the receipt of informational data. It is the correct selection and application of clearly defined methods and approaches to conducting economic diagnostics that rationalizes management decisions and ensures effective strategic management. The conceptual basis of diagnostics in the system of strategic management of the enterprise is revealed.