Abstract
Methods. Research methods include the method of scientific generalization, analysis and synthesis to identify key external and internal factors influencing the activities of the enterprise; statistical methods of generalization of information. Results. The article analyzes the external and internal environments of LLC «Wine Bureau» and on this basis the strategic imperatives of the enterprise are determined. The analysis identified the company’s main competitors in the profile niche, determined the share of wine consumption in the group of alcoholic beverages in Ukraine, as well as formed and identified internal factors influencing the company’s activities. Determined the market share of the «Wine Bureau» and opportunities to improve the company`s internal potential. On the basis of strategic decisions, a decision tree was built, according to which the company’s highest priority is entering new markets. Among the results were identified that the highest priority is given to the company’s entry into new markets, as this is facilitated by the current situation. The company sufficiently uses its own potential and can increase its own market share, sales due to additional borrowed funds. Novelty. The novelty of the work lies in the formed approach to assessing the strategic position of the enterprise and the development on the basis of this strategic imperatives, which consists in a comprehensive review of exogenous and endogenous factors. Practical value. The practical significance of the work lies in the development of strategic imperatives of the enterprise based on the analysis of the impact of socioeconomic phenomena of macro-scale, calculation of the company’s market share and financial stability. In conclusion, in the future it is possible to expand the set of methods that assess the strategic potential of the enterprise and contribute to the construction of a hierarchical structure of decisions. Further research will include the use of modern Internet-marketing technologies to analyze the enterprise and its environment.
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