DEVELOPMENT OF ENTERPRISE STRATEGY IN CURRENT ECONOMIC CONDITIONS

Abstract

The article is devoted to the development of the company's strategy in modern economic conditions, which would allow to improve the activity and direct the forces to new horizons of doing business with strengthened positions both in the internal and external environment of the company. The difficult situation in the domestic market and European integration require domestic enterprises to search for new effective ones tools for further development and increasing the competitiveness of goods. One of these tools is determining the position of the enterprise and the product or service, as well as effective strategy development. The process of developing an enterprise strategy is described, where everything begins with defining the global mission of the enterprise and goals that are more specific and global for the management process itself. According to this model, the process of strategic management is a certain point of intersection of identified opportunities and threats of the enterprise's external business environment, which are expressed in the form of key success factors, as well as strengths and weaknesses of resource potential, expressed in excellent development capabilities. The vast majority of one or another component in the company's final strategy depends on the level of instability of the company's operating environment. The more changeable and unstable the external environment, the more random creative and creative approach of managers to the assessment of a given situation in the company's strategy. A detailed classification of types of enterprise strategy is given, which includes the content, management decision-making, behavior in the internal and external environment, the level of strategy implementation, and industry directions of the enterprise before developing one or another strategy in modern economic conditions. Four different approaches to the growth of an enterprise with the development of a strategy are analyzed, which are associated with a change in the state of one or more of the following elements: product, market, industry, position within the industry, technology. The development of an enterprise's strategy in modern economic conditions should ensure the orientation and adaptability of the enterprise's actions.