Українська   Русский
DonNTU   Masters' portal

Abstract

Содержание

General characteristics of the work

Relevance of the research topic

The development of Ukrainian enterprises is in difficult conditions of market environment and an unstable economy. Serious negative effect on the activity of enterprises of all sectors is provided by internal and external political situation, the inability, due to financial problems to launch the new techniques and technologies, and also significant international competition. Only that organizations and businesses which were able to develop an effective strategy and were focused on achieving their goals can survive and thrive in such conditions.

The purpose of the study

The purpose of the master's work is the development of theoretical statements and making practical recommendations for forming enterprise development strategy.

The object of the study

The object of the research is the process of forming of strategic development of the company.

Subject of the study

The subject of the research are the principles and methods of building of strategic development of the company.

Methods of research

Theoretical and methodological basis of the master's work are scientific works and methodological developments, both domestic and foreign scientists in the field of enterprise development strategies. The following methods were used in order to achieve these objectives: a model of Porter's strategy, policy analysis and evaluation of the company activity, the formation of the company's mission, the analysis of the external and internal environment and comprehensive evaluation of the company. The information base for the study are normative and legislative acts of Ukraine, the general statements of scientific works of Russian and foreign scientists in the framework of the topic, the statistical information the State Statistics Committee of Ukraine, research conferences materials, periodicals and the Internet.

The practical value of the result

The scientific value of the research consists in developing of theoretical framework and the development of guidelines to improve the formation of enterprise development strategies.

The practical value of this research is to apply the theoretical foundations of forming of enterprises strategic development.

<Approbation

The main scientific and practical provisions were presented at the following Ukrainian scientific–practical conferences:

Introduction

The relevance of the master's work topic, purpose of the research, object, subject and methods of research are considered in the introduction, and the practical value of the results is revealed in it.

1. Theoretical bases of formation of enterprise development strategy

With the deepening of market relations domestic enterprises face a very serious question — how not only to stay «afloat» among many competitive companies, but also to increase the achievements and potential of the company in this environment.

It is difficult to formulate in a single sentence the modern definition of the strategy. Many competent scientists who have studied this question, determine the «strategy» as the comprehensive plan, rules, techniques, procedures, in other words it is a management process in order to achieve strategic goals in any business entity. Often the term "strategy" is identified with the plan of perspective acts aimed at achieving a qualitatively new goals and actions [5].

In the scientific literature of recent years considerable attention was given to the economic development strategy.

Often the concept of strategy is understood in a long — term aspect. Period, which is determined for a strategy, is a derivative and depends on the purpose of the enterprise, the point of the matter and volume of strategic action which are supposed to implement. That is to say that the strategy is not a function of time, and primarily serves the function of content, the direction of development. In contrast to the long–term plans, the strategy may be revised at any time [1].

Therefore, it can be asserted that the strategy is a long — term, high–quality defined direction of enterprise development, which is aimed at strengthening its position, customer satisfaction and the achievement of its objectives. It is designed in order to determine the course of development of the company. The main problem to be solved by the strategy of the enterprise is providing innovation and change in the organization through the allocation of resources, adaptation to the external environment, internal coordination and anticipation of future changes in the activity. The strategy of the enterprise is constantly developing and should combine planned and thought out course of action, and the ability to respond to all the new and more unplanned [6].

Development of the strategy is a complex, iterative reviewing process of certain number of alternatives of enterprise development, constant re — evaluation and periodic inspection of the strategy which is implemented depending on the state of the environment. The strategic plan is a tool for establishing, documenting and implementing the activities of the elements in the current business strategy [4].

Тhus, strategic planning is a process of systematic and mutually combined examination of the long–term goals and directions of the enterprise activity. Estimation of the expected performance of long–term plans and programs is an important task of strategic analysis. It is based on studies of actual factors in the formation of indicators on the last part of the plan period and on the prediction of their occurrence in the remaining part of the period. During the analyzing the factors direction are set — positive or negative, their size and consistency to actually received and future results that facilitate or inhibit the development [7].

The strategic plan, on the one hand, is focused on the long–term perspective, and on the other — must be flexible enough so that if necessary you can make changes to it. In practice, this is a program of the company for a long time, it is necessary to adapt it to the constantly changing business and social situations.

2. The mechanism of the strategic analysis of the company

Any business functions not in isolation, but depends on the external environment. It is therefore very important to analyze the internal environment of the enterprise, taking into account current trends in the external environment, that is, to identify strengths and weaknesses, assessing the likelihood of the first and overcome the second. this analysis the whole system of management of the enterprise and its individual subsystems of realization of the opportunities are verified, as well as measures to prevent and mitigate threats to its existence are taking [2].

SSWOT–analysis provides an estimation of the internal environment, internal opportunities and threats. The idea of the SWOT–analysis is to make the efforts to transform the external threats into opportunities and weaknesses in the internal strength to develop the strengths and competitive advantages of the company in its responsibility for the limited opportunities [8].

Analysis of the external environment is carried out by controlling factors. The company is characterized by information of its production, technical, technological, scientific, labor potential, a model of the internal processes in the information channels, Science and Technology Policy, relationships in the team, personal inclinations and preferences of the management.

Figure 2.1 — External environment factors influence on the activities of the company

External and internal environment factors play a significant role in the company activity, but have varying degrees of i nfluence. They do not only form the activity directions, but also regulate these activity.

An important step in the study of the strategic analysis of the company is to analyze competitors activity and the competitive advantages [3].

Figure 2.1 — The definition of the competitive advantages in a market economy

3. Measures to improve the development and reforming of development strategy of the company

In the third section proposes the development of recommendations to improve the process of strategic development of the company. Namely, it is advisable to use in the implementation of strategic change activities such techniques as Balanced Scorecard, ISF (Balanced scorecard, BSC), and business process reengineering (Business Process Reengineering, BPR), which are widely used in developed countries with a market economy, but new for Ukraine [9].

Due to these methods, it is possible to make a conclusion that the prospects for the development of the strategy for enterprise development are connected with the use of Balanced Scorecard and reengineering activities.

Findings

This section covers the main directions and results of the study. All areas of the master's work were reflected in this section briefly, or in other words, all the parts of the research were summarized in a particular sequence.

References

  1. Ансофф И. Стратегическое управление. — М.: Экономика, 1989 г. — СПС «Гарант». — 2008 г. — 519 с.
  2. Дебелак Д. Бизнес–модели. Принципы создания процветающей организации. — М., 2009 г. — 256 с.
  3. Джексон Л.Т. Хосин Канри. Как заставить стратегию работать. — М., 2008 г. — 248 с.
  4. Дюков И. Стратегия развития бизнеса. Практический подход. — СПб.: Питер, 2008 г. — 416 с.
  5. Момчева А.М. Теоретичні аспекти розробки стратегії розвитку підприємсва // Наука й економіка / Науково–теоретичний журнал Хмельницького економічного університету. Випуск 4 (16), Том 2, 2009 р — С. 113–118.
  6. Портер М. «Конкурентное преимущество. Как достичь высокого результата и обеспечить его устойчивость», Издательство: Альпина Бизнес Букс, 2008 г. — 720 с.
  7. Серпилин Андрей. Разработка развития стратегии предприятия [Электронный ресурс]. — Режим доступа: http://www.crisis-strategy.ru.
  8. Шершньова З. Є., Оборська С.В. Стратегічне управління: навч. посібник: — К.: КНЕУ, 1999 —384 с.
  9. Брага К.О., Степанова Т.О. Економічні таланти та професіоналізм як фактор розвитку економічної науки / Матерiали I мiжнародної наукової конференцiї студентiв та молодих вчених. — Донецьк, ДонНТУ — 2011, С. 26–27.

  10. Брага К.О., Фіщенко О.М. Інноваційне забезпечення розвитку промислових підприємств // Збірка матеріалів Днів теорії та практики інвестування: тези доповідей Всеукраїнської науково–практичної конференції студентів і молодих вчених «Сучасні проблеми управління інвестиційною та інноваційною діяльністю» / за заг. ред. д.е.н., проф. Хобти В.М. — м. Донецьк: ДВНЗ «ДонНТУ», 28 березня 2013, С. 246–248..
  11. Брага К.О., Фіщенко О.М. Інноваційне забезпечення розвитку промислових підприємств // ХХV міжнародної науково–практичної конференції, (Львів, 10-11 травня 2013 року) / Громадська організація «Львівська економічна фундація». У 2–х частинах — Львів: ЛЄФ, 2013. ч. 1 — 144 с.