INFLUENTIAL FACTORS OF IMPLEMENTATION OF FINANCIAL STRATEGY OF PORT ACTIVITIES

The article considers the external and internal factors that determine the choice of financial strategy of port enterprises.The main areas were identified, changes in which significantly affect the development of maritime transport, and which must be taken into account in the formation and implementation of the national maritime policy of Ukraine and the development strategy of individual enterprises in the maritime sector.Most of the existing approaches to the formation and implementation of enterprise strategy, explain the ability to assess the results and tactics of enterprise development, anticipate risks and prevent possible bankruptcy.When the factors of the external and internal environment change, one financial strategy can be transformed into another. Therefore, the company can implement several financial strategies simultaneously. The development and implementation of financial policy measures within individual strategies allows to clearly define a single concept of enterprise development in the long and short term, to make an appropriate choice of mechanisms and methods to achieve the goals.The considered features testify to complexity of the processes proceeding on sea transport that causes special requirements to a choice of financial strategy of the enterprises of port activity.Also considered an important factor in determining the type of financial strategy is the size of the enterprise, which according to the level of concentration and centralization of production and capital of the enterprise is divided into small (small), medium and large (large). The paper considers the influential factors in the development and implementation of the financial strategy of the enterprise depending on its size.The implementation of the strategy should contribute to the achievement of such a strategic goal as increasing the competitiveness of the enterprise. When developing measures to implement the strategy it is necessary to pay attention to the optimization of the main parameters that determine the competitiveness of the product range, ie quality of service,transportation costs, delivery time, etc.The formulated strategy for port enterprises is a set of decisions made by management on the basis of basic principles and rules. In other words, strategy is an obligation to act in a certain way: one way and not the other. It is not enough to have only a strategic plan; you need a set of basic principles and rules of conduct for staff at all levels, taking into account the activities in a constantly changing environment.In essence, the strategy is formulated and is a set of rules for decision-making, which any company, including port enterprises is guided in its activities, ie the strategy can be considered an umbrella, which hides all management functions.The analysis of literature sources suggests that the financial strategy is a guiding vector of financial management of the enterprise, and without its proper formation of the business entity is very difficult to avoid financial problems in the implementation of production and economic activities in today's globalized, dynamic and competitive market environment.The financial strategy of port enterprises will allow to define long-term strategic goals, assess the resources needed to achieve them and identify sources of their replenishment. Currently, the successful operation of any enterprise without a well-thought-out strategy is impossible. In order to effectively implement the set goals, it is necessary to identifythe most important (priority) activities that ensure the long-term development of the enterprise, and focus efforts on them.Keywords:strategy, financial strategy, factors, maritime transport enterprises, strategic approach, investment strategy, credit strategy.