INTEGRATION ANALYSIS OF THE ENTERPRISE'S EXTERNAL ENVIRONMENT AND INTERNAL CAPACITY

Abstract

The article sets as the goal on the basis of the integration analysis of the external environment and the internal capacity of the enterprise to develop a number of targets that can serve as the basis for the formation and subsequent implementation of the company's market strategy. Within the framework of the research, it was solved the task to determine the theoretical foundations and practical applicability of the most popular approaches, including the model of Michael Porter and SNW analysis, during the formation of an enterprise development strategy. The study has given a possibility to identify a number of targets, among which goals, indicators that are to be calculated when evaluating and monitoring the process of implementing a strategy, and their target values, to offer a set of initiatives enabling a phased adjustment of the strategy during its implementation.