STRATEGIC MAPS AS A FORM OF FUNCTIONAL STRATEGIES OF MOTOR TRANSPORT ENTERPRISES IN UKRAINE IMPLEMENTATION

Abstract

The article is devoted to the current issues on improving the strategic management of motor transport enterprises in Ukraine that provide cargo transportation service. Its main objective is to form and implement a strategy for developing motor transport enterprises on the basis of a strategic map as a form of functional strategies implementation.In the course of the research the authors used such methods as: system and comparative analysis, abstract-logical and tabular-graphic methods, method of expert evaluations.It has been determined that the practice of strategic management requires the use of various tools in the process of strategy development, and a special place among them belongs to strategic maps. A strategic map of the sphere of cargo transportation by road has been developed. The map consists of nine stages, five of which include level 1 — a strategic map of the sphere of activity (field) and 4 stages — level 2 — map developing for an individual enterprise. The dynamics and structure of the volume of transported goods and cargo turnover by types of transport in Ukraine have been analyzed. Currently, the analysis of the market of cargo transportation by road is the first stage of the process of developing a strategic map. The mission and key strategic goals of cargo transportation by road have been formulated; the factors of development and technological trends that affect the sphere of cargo transportation by road now, in the near future and in the coming years have been identified. Indicators (key figures) for each business projection have been defined: finances; market (market position, customer relations, marketing); management (internal business processes); personnel; the carrier’s safety and business reputation. A strategic map for the field of cargo transportation by road has been formed. Strategic maps are based on a balanced scorecard and are a tool for achieving optimal balance of a number of economic factors, and achieving such balance is a strategic goal of the company.