Introduction. The external environment is a source that feeds the organization with the resources necessary to maintain its internal potential at the appropriate level. The organization is in a state of constant exchange with the external environment, thereby ensuring the possibility of survival. But the resources of the environment are unlimited. And many other organizations in the same environment claim them. Therefore, there is always a possibility that the organization will be able to obtain the necessary resources from the external environment. This can weaken its potential and lead to many negative consequences for the organization. The task of strategic management is to ensure such interaction of the organization with the environment, which allowed it to maintain its potential at the level necessary to achieve its goals and thus would give it the opportunity to survive in the long term. Method. The article considers two methods of analyzing the external environment of the enterprise: SWOT analysis, which divides factors into strengths and weaknesses, opportunities and threats, and PEST analysis, which monitors and evaluates political (stability of the political situation, tax policy, level of state influence on the industry , control over quality standards), economic (inflation rate, population income level, production volumes of natural and mineral bottled water, prices for raw materials and energy sources, investments in the industry), social (requirements for product quality, tastes and preferences of the population, population size) and technological factors (technology development in the industry, scientific and technical potential of the country, research and development costs) over which the company has no influence. Results. The study was carried out on the example of Tsarychansky Zavod Minvody LLC. In the process of analyzing the enterprise, the external environment was studied based on six groups of factors: economic, political, market, technological, international status and social behavior. The company's strengths have been identified, which are also competitive advantages: safe product packaging; growth in office consumption of bottled water; a wide range of mineral water; high quality of the product; average price level; use of advanced release automation technologies; Increasing the volume of water sales; increasing the product line; water comes from a well; water has important elements for the human body; water is used for medicinal purposes; the plant produces treated water using the reverse osmosis method; the enterprise is the owner of the main resources for production; wide target audience; delivery of water to offices; the presence of a branded store near enterprises.
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