Scientific and methodical approach to the enterprise strategy formation

Анотація

The article is devoted to the reasoning of components of the scientific and methodical approach to the enterprise strategy formation based on the manufacturing of competitive products. It has been offered to understand the enterprise strategy based on the manufacturing of the competitive products as the adoption of one of the strategic alternatives in the form of the range and volume of products with an acceptable level of competitiveness to ensure sustainable development of the enterprise in the short and long term. Taking into account the transition from competition to coopetition as a basis for a new paradigm in strategic management, the necessity of including the components of the diagnostics and estimation of the competitiveness of the products in the process of the enterprise strategy formation has been proved. The main components of the competitiveness of the products diagnostics are formed according to the areas of production, sale and consumption on the domestic and foreign markets, and include the assessments of impact factors on the volumes of production in each assortment group. These allow the foundation of the components of the regulation process of the level of product competitiveness. It has been offered to combine the internal and external impact factors on the volumes of production to the classification of factors that impact on the competitiveness of the products, depending on the level of their management by the enterprise. The assessment of product competitiveness according to the integrated indicator has been introduced. This indicator includes complex indexes of the assortment unit competitiveness for the production and consumption conditions, as well as the wage coefficients that reflect the conditions of sale and are determined by the index of import dependence in each assortment group. It has been recommended to form the elements of strategy (geographic vector of growth, competitive advantages, the portfolio of the strategic management zones, and synergism) on the base of the components of the integrated indicator of the assortment unit competitiveness.

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