Diagnostics of the external environment for the needs of strategic management by exporters of wooden pellets

Abstract

Introduction. Environmental analysis is an integral part of the enterprise planning study, both in the current period and in the strategic perspective. Nowadays managers should take into account the dynamism of changes in the external environment, described as the rapid change of the situation at the product markets (both national and international), sectoral transformations, related, first of all, to changes in the regulatory field, framework conditions, technical and organizational prerequisites for the production of products, which has a direct impact on the activity of an enterprise and determines the nature of changes in its internal environment. Therefore, a deep and comprehensive study of the external environment’s features has a decisive influence on the formation of strategy for enterprise’s development. Purpose. The article aims to conduct comprehensive diagnostics of the external environment of wood pellet exporters in Ukraine and to justify a range of strategic decisions related to stock logistics and marketing of the products. Method (methodology). The methodological basis of the article was the general scientific and empirical methods of scientific research, such as: systematics, method of generalization, grouping, method of expert evaluation, as well as PEST-analysis. Results. The determining factors, which influence the formation of the strategic management system of wood pellet manufacturers, are determined. The next proposals are necessary: the improvement in stock logistics and marketing activities, levelling risks associated with exchange rate fluctuations, in the context of solving complex issues of foreign economic activity of enterprises (contracting, forming clients bases and bases of counterparties, improvement of transport infrastructure, etc.). The proposal for independent management of changes in the field of technical and technological support is made, which directly determines compliance with the criteria of product quality, and defines its prospects for development in the medium and long term.