АНАЛІЗ ЗОВНІШНЬОГО СЕРЕДОВИЩА В ПРОЦЕСІ МЕНЕДЖМЕНТУ ЗОВНІШНЬОЕКОНОМІЧНОЇ ДІЯЛЬНОСТІ ПІДПРИЄМСТВА

Abstract

The article is devoted to the consideration of methodological aspects of the analysis of the external environment in the management of foreign economic activity of the enterprise. A summary of the latest relevant scientific research in the field of management and development of foreign economic activity of the enterprise. The significance and content of the foreign economic activity of enterprises is determined. The essence and features of the management of foreign economic activity of the enterprise are determined. The article considers the significance of the external environment and the factors of its influence on the foreign economic activity of enterprises. The characteristic features of the external environment of the enterprise-subject of foreign economic activity are brought. The methodological aspects of the analysis of the external environment of the enterprise in the process of managing foreign economic activity based on PEST-analysis are considered. The groups of indicators of the PEST-analysis are considered and the advantages of this method are revealed. The author of the article considers the SWOT-analysis as an independent method for analyzing the external conditions of foreign economic activity, as well as a logical continuation of the PEST-analysis. The main categories of SWOT-analysis are considered. The author determined the substantial difference between the SWOT-analysis from the PEST-analysis, which consists in the objects of analysis. The rationale for the joint use of PEST- and SWOT-analysis in the analysis of the external environment in the process of managing the foreign economic activity of the enterprise is substantiated, which will provide the opportunity to obtain more complete and reliable information about the conditions, positive and negative influence factors, and business opportunities. The proposed combination of PEST- and SWOT-analysis will ensure the adoption of sound management decisions in the field of foreign economic activity of enterprises. The prospects of further research aimed at forming the optimal procedure for the analysis of the external environment of the enterprise in the process of managing foreign economic activity are outlined.