Methods Of Strategic Analysis Research Articles

ФОРМИРОВАНИЕ СТРАТЕГИИ И ТАКТИКИ ДЕЯТЕЛЬНОСТИ ПРЕДПРИЯТИЯ

Strategic management of an enterprise is a new and unusual phenomenon for the Russian economy. The need for it arose in the course of political and economic transformations in the country, which resulted in the transition from a planned economy, with its centralized strategic management of entire industries, to a market one, in which various forms of ownership prevail, and obtaining full economic independence. The article provides detailed definitions of the term as presented by various authors, both domestic and foreign, as well as the essence and the role of strategy in the enterprise’s management system is studied, a detailed description of existing classifications of strategies is given, methods of strategic analysis are considered, and a brief description of the organization is given, the advantages and disadvantages are determined strategies and tactics. It also provides a rationale for the need to develop measures to improve the formation of the strategy and tactics of the enterprise and develop proposals. The publications available in the studied area have a diverse focus. The basic principles of strategic management of the enterprise are presented. The main stages of the enterprise management strategy process according to M. Mescon are highlighted. The features of the formation of the strategy of “OOO Stroykom” are outlined. The proposed strategy for the conduct of “OOO Stroykom” in the market for 2020-2022. The main strategies for diversified growth are: a strategy of centered diversification based on the search and use of additional opportunities for the production of new products and strategies for reduction. An action plan has been developed to reduce staff turnover and retain staff at “OOO Stroykom” for 2020. The proposed measures will be aimed at preventing the causes of layoffs, primarily related to employee dissatisfaction with working conditions. Strategy plays a huge role in the organization, since the definition of strategy, based on the organization’s goal, allows you to achieve the goals set, achieve market share, and high competitiveness.

‘Machiavellian Russia’ in the Crimean conflict: Clarification of strategic narratives analysis method

The article concerns the strategic narratives concept as a tool of soft power and proposes methods and techniques of analysing strategic narratives. We argue that the best approach should apply a methodological triangulation which combines different methods and techniques while simultaneously addressing gaps in the implementation of theoretical perspectives. We present a theoretical concept of analysis and validate it using the example of a case study of the Crimea conflict in 2014 and 2015. Relying on the following three sources of original data: content analysis of media coverage (press comments over 8 weeks of 2014 and 2015), a cross-sectional survey (Computer Assisted Telephone Interviewing), and survey and focus group interviewing on the reception of Internet memes; we show that a strategic narrative works both in the media and in the opinions of media recipients. Investigating the ‘Machiavellian Russia’ strategic narrative, we show that mass-media interpretation of present events seems to depend on historical context and comparisons, which create a specific bubble around recipients of media messages.

Grey portfolio analysis method

PurposeThe article proposes a new method of strategic analysis. The method was called the grey portfolio analysis method. The presented method is complementary to the popular BCG matrix. The use of the grey portfolio analysis method enables to make a dynamic portfolio analysis for data with a high level of uncertainty.Design/methodology/approachFirst, the article presents current problems related to the application of portfolio methods in strategic management, in particular with reference to the BCG matrix. Second, the basics of grey numbers, operations with them and the way of acting in the grey portfolio analysis method are presented. Finally, the developed method is presented in a case study concerning an IT enterprise, whose portfolio includes cloud computing services.FindingsIn the article, a new method of a strategic analysis based on the BCG matrix was presented. It combines grey methodologies of decision making with a grey prognostic model in the context of a strategic analysis. Due to this fact, a dynamic approach to the issues of portfolio methods is possible.Practical implicationsThe article fits the current need related to the development of new expert systems supporting strategic management in enterprises.Originality/valueAn introduced method is new and innovative in the area of portfolio methods. Its originality results from the fact that it eliminates a static nature of the BCG matrix through the use of grey prognostic models. What is more, when grey numbers are used, a problem of uncertainty of information, which appears, is solved at a methodological level.

Экономический анализ как элемент стратегического планирования в организациях

Purpose: The article considers the features of the economic analysis, as a special direction of studying the activities of the business unit, which allows, via processing information gained through analytical procedures, perform a selection of most rational alternative for forward looking strategic planning of a company.
 Methodology/Approach: The article describes the possibility of increasing the efficiency from the use of strategic analysis and in particular from including in the methodology statistical methods and methods for assessing the business reputation of the company. As the information base of the research, we used the works of scientists on the problems of theory and methods of analysis of the financial condition, as well as publications, the author’s conclusions obtained during the research. Also used were the coefficient method, company valuation methods and company reputation methods. 
 Findings: The practical significance of given study consists in substantiating the application of statistical methods and methods of company’s valuation in the framework of strategic analysis with the aim of developing or selecting development strategies for organizations. 
 Practical Implications: This study will mostly benefit economists, analysts and scientific researchers, who implement various methods of strategic analysis in practice in terms of possibility of supplementing them by both methods of strategic analysis and methods of valuation.
 Originality/Value: The main topic that we are considering is the practical application of the methods of economic analysis and the choice of the direction of the organization's forward looking strategic development.

Strategy Design Method Based on Corporate Learning System

The paper proposes a method for a strategy design that corresponds to concept of dynamic capabilities. The advan-tages and disadvantages of the methods of strategy design used by various schools of strategic management are demonstrated. The authors postulate inconsistency between a new stage of scientific knowledge and the related technique of strategic analysis and strategy design methods. The purpose of the article is to develop a method for creation a strategy based on a learning system as a key element of a competitive advantage in the concept of dynamic abilities. The method compares favorably with approaches based on the analysis of the external environment, which have a methodological contradiction, since such a stra-tegy is available to all market actors, and it is easy to repeat it. Unlike the methods of the “basic” resource concept, the proposed one allows you to expand an approach to design a strategy precisely from the standpoint of strategic actions in relation to the resources, capabilities, and competencies of the company, which can be combined into clusters that provide a syner-gistic effect. The long-term horizon of the strategy invariably requires the inclusion of corporate learning system as a gene-rator of organizational capabilities into the various clusters. It has been noted that the speed of reaction to changes which is required in a contemporary competitive environment puts forward a corporate learning system as a key competency of a company. The method corresponding to the concept of dynamic capabilities creates the possibility of developing a strategy based on a corporate learning system and provides a dynamic sustainable competitive advantage.

BUSINESS MODEL CANVAS AS A TOOL OF MANAGER 4.0

The article deals with a BCM model that allows managers to outline the value creation process. In contrast to the business plan, this business model describes how to create and deliver value (product or service) to clients, as well as how to create demand, the network of customer-suppliers and how the company will earn money. The BCM model describes the basic principles of value creation by enterprises, their capture and delivery. In the first part of the article authors try to define of term of business model based on a literature review. The case study presented later shows how to use strategic analysis methods to determine the current state and build a complex business model. The results showed that the implementation of the proposed solution can help the company achieve its goal and further development.

Implementation of strategic analysis methods to choose a development strategy for the enterprise’s foreign economic activity

The article considers stages and methods of strategic management of the enterprise’s foreign economic activity. PEST analysis, SWOT analysis and SPACE analysis of foreign economic activity are used on the basis of a particular enterprise. PEST analysis has highlighted political and legal, economic, social and technological factors influencing the foreign economic activity of the analyzed enterprise. SWOT analysis has allowed identifying strengths, weaknesses, opportunities and threats of the enterprise. SPACE analysis has revealed that in the absence of growth in the services market, the use of a strategy for the enterprise diversification is acceptable. This strategy involves the creation and development of new services. Therefore, it is necessary to constantly monitor the activity of the enterprise in the international economic environment.

MODERNIZATION OF THE ORGANIZATIONAL CULTURE OF THE HEALTHCARE INSTITUTION IN THE CONDITIONS OF MEDICAL REFORM

Subject, aim of research. The subject of the study is the modernization of the organizational culture of health care facilities in the implementation of the second stage of medical reform in Ukraine. The aim is to identify the factors and problems of the organizational culture of medical institutions, as well as directions and tools for its modernization in the context of medical reform. Methods and methodology of work. The methodological basis is the scientific works of domestic and foreign scientists. The research is based on a systematic approach and methods of strategic analysis, in particular SWOT-analysis, comparative analysis, export valuation method, questionnaire method, etc. Research results. The article emphasizes that the main factor of health care facilities modernization in Ukraine is the medical reform. The main challenges facing secondary hospitals are highlighted: increased competition of healthcare market, expanding the range of funding sources, technological change, demand transformation and epidemiological threat. The main directions of modernization of health care institutions organizational culture are identified. Among them there are strengthening its functional component with separation of responsibilities and capabilities of hospital management and medical staff; innovative development; communication with colleagues from other institutions, including foreign ones, and patients respectively to the requirements of digitalization; staff training, the use of crisis management tools, etc. The project profile of the evaluation components of the effectiveness of the organizational culture of health care institutions modernization has been formed. The important role of PR-management and image-making in the formation of corporate culture of modern medical institutions is emphasized.

COOPETITIVE MODEL OF INDUSTRIAL DEVELOPMENT IN SUMY REGION AS A PREREQUISITE FOR PREVENTION OF LABOR MIGRATION

Economic transformations in Ukraine push industrial enterprises to seek radically new approaches to solving current problems. This article is devoted to the study of the main scientific approaches to the identification of the strategy of industrial enterprise development as a prerequisite for the impact on labor migration in the region. Numerous studies and experts argue that among the many factors of labor migration, economic reasons are central. During the study, the authors conducted a comprehensive analysis of the competitive environment of an industrial enterprise that is a leading producer of bricks. The critical factors of success were identified in the study; the factor analysis of micro- and macroenvironment was carried out. Among all the methods of strategic analysis, the SPACE-method was chosen for the identification of enterprise development strategy. As a result of a combination of statistics, expert assessments, and the results of previous studies, a strategy of centered diversification was offered for further implementation. As an option to diversification, the offer to implement the strategy of coopetition was developed. If implemented, coopetition strategy has a lot of advantages: reduction of competitive pressure, increase of resource provision, scaling of production, reduction of production costs, creation of reserves for the development of personnel potential. The paper presents theoretical generalizations about the strategy of coopetition, its forms, the main prerequisites for implementation. The innovative development of industrial enterprises is the key to the development of the region, including an increase in average wages, and therefore the strategic decisions of one market operator affect others. It is proposed to create a consortium for a specific case of development of innovation potential of the region. This consortium is an educational and scientific one, which, in addition to solving staffing issues, can help slow down labor migration.

METHODOLOGICAL PRINCIPLES OF ENTERPRISE COMPETITIVENESS MANAGEMENT

Introduction. Maintaining and strengthening the market position of enterprises makes it necessary to find ways to increase their competitiveness. One of them is to substantiate the evaluation characteristics of the overall competitive position of the enterprise and to create a system of managing the competitive state of the entity in the market of the entity, which necessitates the study, analysis and evaluation of competitiveness. At the enterprise level, competitiveness is an independent category that reflects the degree of realization of the goals of the enterprise in its interaction with the environment. At present, there is no commonly accepted definition of the concept of "competitiveness". A number of scholars interpret one entity using different terms and vice versa Modern science presents a wide range of methods for assessing competitiveness, but despite this, the process of modifying them and creating new options continues. Purpose. Development of theoretical foundations, scientific and methodological recommendations and practical tools for managing enterprise competitiveness. Method (methodology). The basis of research consists of general – scientific and specific scientific methods (economic – statistical, methods of strategic analysis and planning), traditional methods and techniques of economic analysis (tabular, comparison). To select and substantiate the enterprise's competitive strategy, a scientific approach is used, based on the separate definition of tactical, strategic competitiveness and competitiveness, which will allow the company to make sound management decisions in the conditions of competition. The factors used in describing the logic behind constructing segmentation of competitive strategies are the results of assessing the competitiveness and competitiveness of the enterprise, a comprehensive study of which allows to divide strategic competitiveness into a number of segments, correlated with each other in the form of a special matrix. Results. The processes of formation and management of enterprise competitiveness are investigated. The essence of the enterprise competitiveness and the specificity of its formation are determined. The classification of the types of competitiveness of the enterprise, which form the basis of methodological principles, is developed. Regardless of the intensity of competition for each business, it is necessary to develop an effective strategy that will outweigh the competitors. It is noted that such factors as accidental events, activity of state power structures and the degree of privatization of enterprises in this sector should be included in the system of determinants. The peculiarities of enterprise competitiveness management are determined on the basis of strategic approach.

ИСПОЛЬЗОВАНИЕ МАТРИЦЫ БОСТОНСКОЙ КОНСАЛТИНГОВОЙ ГРУППЫ В РАЗРАБОТКЕ СТРАТЕГИЙ РАЗВИТИЯ КОРПОРАЦИЙ И ГОСУДАРСТВА

The article substantiates the possibility of using the method of strategic analysis and planning - the matrix of the Boston Consulting Group (BCG) - in the system of state and municipal administration. This tool was developed for the corporate sector of the economy with the aim of compiling an optimal portfolio of goods / services by companies to ensure a balanced cash flow in it. The use of the BCG matrix methodology allows us to classify the company's product portfolio into four groups of goods in terms of two parameters: growth rates and occupied market share. The presence of all groups in the company's product portfolio allows us to judge its diversification and optimality. The author discusses the possibility of using the BCG matrix in the system of state and municipal administration. Using the example of the sectoral structure of the regional economy, the article argues that the use of the classification principles laid down in the BCG matrix will make it possible to assess the optimality of the sectoral structure of the region from the point of view of growth prospects and income generation and, on this basis, to develop a strategy for its further development. The most optimal will be the industry portfolio of the region, which is diversified in terms of the presence of companies, divided from the standpoint of their development potential and their market share. The article concludes that depending on how diversified the region's sectoral portfolio is, one can judge its optimality, which, in turn, will make it possible to obtain a qualitative forecast of the prospects for budget revenue growth: if it is not optimal, the region's sectoral portfolio income will grow slowly are likely to be below the acceptable threshold in volume.

СТРАТЕГІЧНИЙ АНАЛІЗ ЗОВНІШНЬОГО ОТОЧЕННЯ ПІДПРИЄМСТВА З ВИКОРИСТАННЯМ НЕЧІТКИХ ДАНИХ

In the article, in the form of an integral model, the classical approaches to strategic diagnostics of the external environment of an enterprise (PESTEL-analysis, ETOM and EFEM) are improved on the basis of the use of fuzzy-set theory tools, taking into account probabilistic considerations regarding the possibility of implementing the influence of relevant factors. A modified matrix for evaluating external factors by J. Wilson based on the linguistic assessments of experts is also proposed. In order to achieve the set goals, the work uses methods of strategic analysis and fuzzy methods of multi-criteria analysis. To represent the linguistic assessments of experts, fuzzy numbers in triangular form with triangular membership functions are used. To determine the fuzzy coefficients of the importance of external factors, the Fuzzy AHP method was used, to calculate the fuzzy values of the influence of factors in certain areas of analysis and their integral influence – Fuzzy SAW, to defuzzify the obtained values – the COA (Center Of Area) method. To rank environmental factors it is proposed to use a coefficient that takes into account both the level of influence of a particular factor and the probability of its implementation. For the purpose of practical application of the proposed algorithm, the model is implemented as a framework in the Fuzzy Logic Toolbox package of the Matlab computing system and contains a block for introducing expert information in the form of linguistic estimates, a block for transforming these estimates into fuzzy numbers written in triangular form with the corresponding membership functions, a fuzzy calculus block values of the level of influence of factors of the external environment of the enterprise in the directions of analysis and the general level of their influence, a block of defuzzification of these values. The design scheme makes it possible to carry out simulation modeling, depending on the modification of the list of certain factors of the external environment and the correction of experts' considerations. The developed methodological approach can be used in the strategic planning of activities of both enterprises with related diversification, and conglomerates, as a basis for the development and implementation of effective competitive strategies.

Research Hotspots and Frontiers of Language Studies in China in the Context of the Belt and Road Initiative —— Bibliometrics Analysis Based on CiteSpace

The Belt and Road Initiative was proposed in 2013, which develops economic partnerships with countries along the route actively, and builds a community of shared future, interests and responsibility, borrowing the historical symbol of the ancient Silk Road. Language plays an important role in serving the construction of the Belt and Road Initiative. Therefore, by means of bibliometrics analysis, the research tool, CiteSpace, was used to analyze the annual output, authors, keywords, institutes, and hotspots of 1430 papers related to the field of language studies in the context of the Belt and Road Initiative by CNKI database from 2014 to 2018. This paper adopts research methods of co-word analysis and co-word cluster analysis, and more specially, uses research yield analysis, cooperation diagrams analysis and strategic diagram analysis methods. The aim of this research is to sort out the relevant research comprehensively and systematically, outline the overall situation and development trend of these researches, summarize and analyze the hotspots and frontiers. The research shows that the overall trend of language studies in the context of the Belt and Road Initiative has rapid and linear growth. In recent years, the focus of research has been on personnel training, translation strategy, education reform, foreign language talents and so on.

Global practices and prospects of strategic accounting methods for the Russian banks

Fluctuating economic environment and the development of digital technologies highlight the need to update strategic accounting and analysis methods aimed at assessing the reliability of banks and ensuring their sustainable development. The article systematized modern tools for strategic accounting of banking activities, the tools being globally applied by regulatory authorities and potential investors to assess the efficiency of banking activities, to identify the areas for development and to adjust the strategy chosen by the banks, to obtain comprehensive information on the creditworthiness of credit users. The purpose of the article is to substantiate the prospects for the strategic accounting methods in the activities of the Russian banks and to develop the indicators that increase the assessment reliability in management decision making. The study shows that the challenges faced by the Russian banking practices in adapting the advanced international approaches are related to the significant differences in the business models of credit institutions, the lack of ratings for corporate governance and bank reputation, the underdeveloped assessment approaches to the creditworthiness of credit users with regard to their industry, and the lack of reporting information under IFRS. Practices of strategic accounting for banks activities are upgraded by digital technologies as simulation tools for a large number of processes and as tools aimed to reduce the number of routine operations, to improve the accuracy of calculations, to process and store large databases for effective interaction and information exchange. A comprehensive rating assessment should include both financial indicators and information characterizing the efficiency of the bank performance, its reputation, its external environment and the impact of the economic, political context, environmental and social aspects of banking activities. The novelty of the research is to substantiate the prospects for the development of strategic accounting in the banking sector and to expand the system of indicators to assess the financial condition and reliability of banks, ensuring that findings and predictive assessments are more objective for informed management and investment decision making. The results of the research can be useful for investors, banking supervision authorities, banking specialists, risk management experts, and scientists interested in developing strategic accounting tools in banks. Further research is linked to the need to solve the problem of ensuring reliability and homogeneity of information used in compiling tank ratings, as well as to develop specialized software and applications for the outside users to perform a comparative analysis of banks reliability and for the bank management to monitor activities and to adjust the development strategy.

Mechanism of Commercialization of Innovative Technologies in the Agroindustrial Sector

In today's highly competitive, dynamic and volatile conditions, the agroindustrial sector is able to successfully operate in the market and take leadership positions to a large extent by developing and commercializing innovations. The purpose of the article is to study the scientific and applied principles of the development of commercialization of innovations in the agrarian sector in Ukraine as a direction of support of its leadership positions in the world market of agrarian products. As a result of theoretical generalization and comparison of the leading scholars’ views, the own approach has been substantiated to determine the content of the commercialization of innovations. Through systematic analysis, the current state of innovation activity in the agroindustrial sector is analyzed and the tasks important for the present day are necessary to ensure the process of commercialization of innovations.The prospect of changing the relationship between of higher education sectors, agroindustrial sector, the government sector and the civil society sector as the elements of the Quadruple Helix model are substantiated. The forms and methods for the commercialization of innovations in the agrarian sector have been identified on the basis of the use of strategic and structural-functional analysis methods. The conceptual approach to the formation of the mechanism of commercialization of innovative technologies in the agrarian sector of Ukraine is proposed, the typical stages of implementation of the mechanism are determined. The necessity of improving the infrastructure of the scientific and educational sphere in the direction of commercialization of innovations in the agro-industrial sector is substantiated

Management accounting in the restaurant business: organization methodology

A functionally developed management accounting focused on the competitive environment will make it possible to identify information and technological processes that are a priori oriented towards the adoption of reasonable and optimal management decisions that allow timely elimination of deficiencies characteristic of accounting and financial accounting. The effectiveness of managerial control leads to the guarantee of reliable information of accounting (financial) statements, reliability, stability and security of the organization’s assets, allows you to explore the relationship of management and tax accounting, thereby contributing to successful and profitable activities. In this regard, the development of theoretical and practical recommendations, which are aimed at strengthening the role and importance of management accounting, improving the methodology of its organization in the restaurant business, is becoming very relevant. The purpose of the study is to develop the theoretical and methodological aspects of management accounting of catering enterprises, in particular restaurant services. The theoretical basis of the study was the work of foreign and domestic scientists on the formation, management and use of organization resources, management of socio-economic systems in the field of public catering. The research information base was made up of legislative and other regulatory acts of the Republic of Kazakhstan, statistical data of the Agency of the Republic of Kazakhstan on statistics, analytical materials, materials of scientific economic literature and periodicals, materials of scientific and practical conferences, electronic resources. In the research process, both general scientific methods of cognition were used: methods of induction and deduction, analysis and synthesis, classification and grouping, as well as special ones: methods of situational, comparative and economic-statistical analysis, methods of expert analytical, balance sheet and strategic analysis.

Techniques for Assessing the Investment Attractiveness of a Commercial Organization based on Classical Methods of Strategic Economic Analysis

Purpose: The development of methodological support for assessing the investment attractiveness of a commercial organization, considering modern information requests of stakeholders. Design/Methodology/Approach: As part of the research, the authors have developed an algorithm for investment attractiveness assessment of a commercial organization by using the scenario method of economic analysis. Findings: It is proved that the main disadvantages of the existing methods of assessing investment attractiveness are: the lack of strategic orientation of the assessment; ignoring the influence of most external and internal factors of activity; the inability to assess the risk of investing in the analyzed object; the need to compare with the level of investment attractiveness of similar organizations for an objective interpretation of the results. Practical implications: To eliminate the significant shortcomings of modern methodological support in this area, the authors recommend the use of scenario method of strategic economic analysis in the process of assessing the investment attractiveness of the organization. Originality/Value: The scenario method of strategic economic analysis proposed by the authors complements the existing approaches with the ability to take into account potential risks when making a far-sighted decision to invest in an organization by combining the results of retrospective analysis and forecasting changes in the quantitative and qualitative characteristics of financial and economic activity.

MOTIVATION FACTORS OF PERFORMANCE OF PERSONNEL OF THE ENTERPRISE

Purpose. The work is devoted to the study of the impact of employees' motivation on the performance of their activities. Method. Methods of individual (personal) expert evaluation of interviewing and questioning were used to justify measures to increase the level of employees' performance; Performance Analysis Quadrant (PAQ) has been proposed for use. Results. The methodical approach is based on the use of matrix methods of strategic analysis of employees' performance, which allows to ensure rapid adaptation to external conditions, reduce uncertainty and risk in economic activity and ensure concentration of resources in selected priority directions. Practical significance is the demonstration of the use of matrix methods for the analysis of the effectiveness of personnel of enterprises when the use of only one classical diagnostic method is impossible due to the large number of factors that directly affect the effectiveness of employees and the development of measures to increase the effectiveness of employees of investigated trading enterprises, which depends on the influence of motivational factors.

Characteristic analysis and design of novel high‐frequency shell‐type coaxial transformer

Recently, power conversion systems (PCSs) have exhibited high efficiencies and miniaturisation, and this trend is expected to grow in the future. An important component of the PCS, which accounts for a significant portion of its volume, is the transformer (TR). However, it is difficult to achieve a significant increase in the efficiency and reduction in the volume of a PCS using a conventional TR, as the conventional TRs do not offer much scope for further optimisation. To overcome this limitation imposed by the conventional TRs, a novel and practical high-frequency coaxial TR, named the shell-type coaxial TR (SCTR), is proposed in this work. A useful and strategic analysis and design method, which covers the overall development process from the design stage to the experimental validation stage of the proposed high-frequency SCTR, is also proposed. The usefulness of the proposed SCTR and the analysis and design method are verified by designing an SCTR for a 50 W DC/DC converter and conducting experiments on it. It is found that the use of the proposed technique can cause a significant increase in the efficiency and power density of the PCS

MOTIVATION FACTORS OF PERFORMANCE OF PERSONNEL OF THE ENTERPRISE

Purpose. The work is devoted to the study of the impact of employees' motivation on the performance of their activities. Method. Methods of individual (personal) expert evaluation of interviewing and questioning were used to justify measures to increase the level of employees' performance; Performance Analysis Quadrant (PAQ) has been proposed for use. Results. The methodical approach is based on the use of matrix methods of strategic analysis of employees' performance, which allows to ensure rapid adaptation to external conditions, reduce uncertainty and risk in economic activity and ensure concentration of resources in selected priority directions. Practical significance is the demonstration of the use of matrix methods for the analysis of the effectiveness of personnel of enterprises when the use of only one classical diagnostic method is impossible due to the large number of factors that directly affect the effectiveness of employees and the development of measures to increase the effectiveness of employees of investigated trading enterprises, which depends on the influence of motivational factors.