RESOURCE APPROACH TO DEVELOPINGTHE STRATEGY OF AN INDIVIDUAL BUSINESS OF THE ENTERPRISE

Abstract

The tasks and conditions of functioning of motor transport enterprises are considered. It is determined that the works of many foreign and domestic scientists are devoted to solving the problems that arise. Recent research in the field of management science makes possible to use a resource approach to develop a strategy for the activity of enterprises and to achieve on this basis an increase in production,profit, competitiveness of enterprises that perform one type of activity, produce homogeneous products. Most enterprises do not meet these conditions.For diversified enterprises consisting of several strategic business units (SBU), the methodology for implementing the resource approach should be somewhat different. Each SBU is focused on the production of one type of product, has different resources from other SBUs, their ability and competence. In view of this, the strategic development model needs to be refined for the SBU. The latter is to determine the features of the services provided, determine the requirements of customers for them, the appropriate resources. Therefore, the proposed model in the first stage defines the consumers of the properties of services in general. Based on the expert survey, those that meet the clients’ requirements are established by means of the expert survey. Accordingly, requirements for each type of resources are determined: for its rolling stock, its type, load capacity, for fuel and lubricants type and brand, and so on. The resources available in the SBU are compared with the resources needed. To identify strengths and weaknesses, existing resources are compared with those of competitors. The ability of resources, their strengths and weaknesses in comparison with the characteristics of competitors are also determined. Key competencies are analyzed using a resource and ability matrix.Thus, the model of using the resource approach to the development of the enterprise strategy based on the strategies of individual types of business is improved. This enables to identify the strengths and weaknesses of individual resources and their capabilities, as well as key competencies,more clearly.