STRATEGIC ANALYSIS OF INTERNAL AND EXTERNAL ENVIRONMENT OF THE ENTERPRISE

Abstract

The purpose of the article is to conduct a strategic analysis of the internal and external environment of the enterprise. The object of strategic analysis is the Private Joint-Stock Company Kyiv Confectionery “Roshen”. The purpose of which is transformation the company’s products into mass consumption products in order to maximize profits and increase sales, as well as improve product quality; expanding share in domestic and foreign markets; minimization of costs for raw materials and supplies; introduction of the latest production technologies. To achieve this goal, methods of generalization, scientific abstraction, grouping method, systems analysis, economic analysis were used. Strategic analysis of the internal environment showed that the company should take measures to increase its financial stability, as the amount of funds remaining in the company after covering production costs decreases every year, and thus reduces the efficiency of its operations. For a more detailed analysis of production and economic activities, a SWOT-analysis of the enterprise was conducted. Based on the relationship between the strengths and weaknesses of the company and external opportunities and threats, the necessary measures for the formation of corporate strategy were formed and justified. With the help of PEST-analysis, the macro-environment of the enterprise is analyzed to determine the development strategy that corresponds to the macro-conditions of the environment. The SWOT-analysis, PEST-analysis and assessment of production and economic conditions of PJSC «Kyiv Confectionery Factory” Roshen» led to the conclusion that today the most relevant for the studied company is the implementation of four strategies, namely: 1. Leadership strategy; 2. Innovation – investment strategy; 3. Comprehensive development strategy and 4. Internationalization strategy. Key words: analysis, enterprise, strategy, environment, development.