Determining the Financial Strategy of the Confectionery Industry Enterprise When Analyzing Its Financial Sustainability

The article is aimed at applying the Franchon and Romane matrix at the food industry enterprise within the terms of a comprehensive analysis of the enterprise’s financial sustainability and equilibrium. Analyzing and systematizing the scientific works of many scholars, the evolution of approaches to the financial strategy of enterprise was considered and it was specified that the construction of the matrix of strategies according to Franchon and Romane makes it possible to respond timely to the need to change the financial strategy depending on the change in the conditions of its activities. To achieve the goal, the research had to solve the following tasks: determining the algorithm for calculating the financial indicators of the matrix; their calculation for the last five years of activities of the researched enterprise; determining on their basis the type of financial strategy; determination of factors influencing financial strategies; development of measures to improve the financial condition by changing the financial strategy. The object of research is PrJSC «Vinnytsia confectionery factory» («Roshen»). The matrix analysis of the company’s activities for 2015-2019 allowed to determine the further trajectory of the enterprise’s development. The indicators of economic activity of the enterprise led to an increase in financial potential, but at the same time there is an obvious limitation of the current development strategy. The obtained results as to determining the financial strategy are justified by a preliminary analysis of the financial condition. The application of the strategy matrix enables the enterprise to make the right decisions on the complex use of all financial resources aimed at achieving both the current and the strategic goals in a timely manner. Prospects for further research are to determine the impact of the quality of the company’s cash flow management on its liquidity and solvency.