СТРАТЕГІЧНЕ УПРАВЛІННЯ ТА ФОРМУВАННЯ ПОЗИТИВНОГО ІМІДЖУ СУБ’ЄКТІВ ГОСПОДАРЮВАННЯ

Abstract

This article reviews the approaches of strategic management and planning of activities of economic entities. The necessity of strategic management for achieving economic results of state management entities at all levels from the state to the enterprise and individual strategic units is substantiated. It is seen that for each subject of state management has its own goals and objectives, so the choice of models of strategic planning vary. The basic models are: a model for assessing "strategic gap" and its size; a model for analyzing the impact of market advantages; a model for creating competitive advantages of the product and the company itself; a model for creating a positive image; a model for planning, based on the size of the company. The evaluation indicators of basic models of strategic planning, most of which are: profit, profitability level. It is established that the efficiency of work of the state management subjects depends on the term of activity of the enterprise, and on its production potential. If the enterprise has a small size and term of work, then it uses the model of planning and achieves an increase in the main economic indicators. If the company is larger in size and has a long production experience, a lot of models can be used in strategic planning. Particular attention in conditions of fierce competition is given to the models of creating competitive advantages and positive image. These models of strategic planning are indispensable for maintaining market positions today. The results of their application are adoption of strategic managerial decisions concerning differentiation and diversification of production, steps for creation of positive image, development of social programs, improvement of partner relations with all market operators, branding. The key aspects of the effectiveness of using models of strategic planning and tensions of implementation of strategic management. As a result, it was found that most of the results are aimed at increasing profitability of economic entities, creating new or expanding the existing segments of the market. The importance of creation of competitive advantages as a constituent part of positive image of the enterprise and attraction of investments into business development was substantiated.