The article substantiates the significance of the analysis of the financial potential of the enterprise in the formation of the financial strategy of its activity through the study of the theoretical and methodological foundations of the implementation of this type of analysis, the basic foundations of the process of forming the strategy of the enterprise and the search for connections between these economic phenomena. By the term "financial potential of the enterprise" we can understand the totality of the enterprise's opportunities for optimizing its financial flows (volumes, dynamics and structure), the timely identification and reasonable use of which allows creating conditions for maximizing the achievement of the enterprise's current and strategic goals. It was determined that the analysis of financial potential is a comprehensive analytical study of the company's capabilities to optimize the volume and structure of its financial flows. The financial strategy of an enterprise is defined as the determination of the long-term goals of the enterprise's financial activity, the choice of the most effective methods and ways of achieving them. It is established that the analysis of the financial potential of the enterprise penetrates into all stages of the process of forming the financial strategy of the enterprise, from the comprehensive assessment of the strategic financial position of the enterprise to the development of the target strategic guidelines of its activity in the financial aspect and the evaluation of the developed financial strategy. It was determined that the importance of financial analysis in the process of forming a financial strategy is also confirmed by the fact that in the scientific literature such a subtype of analysis as strategic financial analysis is often singled out, which focuses on a comprehensive analysis of the financial aspects of the enterprise from the point of view of ensuring the most complete realization of its financial potential for long-term stable development
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