BUSINESS PLANNING AND ITS ROLE IN THE STRATEGIC DEVELOPMENT OF COMMUNICATION COMPANIES

Анотація

The article considers different approaches to determining the evolution of the concept of "business plan" and its essence. It has been established that business planning plays an important role in the strategic development of domestic communications companies. In addition, communications companies cannot achieve stable success if they do not clearly and effectively plan their activities, constantly collect and accumulate information about the state of target markets, the position of competitors in them, as well as their own prospects and opportunities. Therefore, before each new stage of improving production, providing new types of services, updating the range and expanding their activities, communications companies need to calculate the feasibility of developing and implementing new business ideas. It is established that every year the number of services sold by communications companies grows, and the revenues from their sale increase accordingly. The number of mobile subscribers is declining, which can be explained by a decrease in the purchasing power of the population, higher prices for mobile operators and a decrease in the number of subscribers who have SIM cards of two or more operators. There is also a decrease in the number of cable TV subscribers. However, the number of Internet subscribers is growing every year, due to the expansion of Internet access in rural areas of Ukraine and the annual technical and technological progress in all areas of activity. The study found that as of 2019, the vast majority of subscribers are home and only about 8% - other purposes. It is established that the main indicator that characterizes the degree of satisfaction of the needs of the population and the national economy in various types of communication is the demand for communication services. The structure of internal production planning of the main indicators in the field of communication is built, which includes: planning of the volume of services and products of communication, planning of the number of workers in the field of communication, planning of current expenses, planning of incomes and profits.

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