ENTERPRISE DEVELOPMENT STRATEGY IN THE GLOBAL ENVIRONMENT

Enterprises develop and interact with the global environment. Their activities are influenced by various factors, and timely identification of the degree of their influence allows forecasting business development and reasonably choosing development strategies. The work is based on the hypothesis that in the global environment, under the influence of internal and external factors, tools can be developed for enterprise assessment and business strategy formation. The puprose of the paper is to develop a toolkit for evaluating an enterprise in a global environment for choosing a development strategy. In the article, the authors conduct a study of the influence of factors of the global environment on the development of the enterprise, propose a model with the help of which it is expedient to forecast the metastate of the enterprise and put forward proposals for choosing an effective development strategy. A structural and logical model for ensuring the stable development of business systems has been proposed. In the process of research, the authors developed a system of indicators that form an integral index that characterizes the effectiveness of the development of business systems. The basis of the integral indicator of the metastate of the development of business systems is a set of indicators for assessing the development and changes in the state of business systems in a dynamic global environment. The economic and mathematical model of estimating the metastate of business systems is considered as a reflection and formalization of the main, essential parameters of business systems development (production, technological and property, personnel, social, financial, material and supply, marketing, foreign trade. The integral metastate index of business systems systematically reflects the effectiveness of the Kharkiv machine-building business systems and allows determining strategies for their development. The selected machine-building enterprises have been grouped by the following types of development strategies: a rapid growth strategy aimed at ensuring the development of enterprises, offensive positions; a strategy of moderate growth and stabilization, characterized by stable parameters of business systems development, adequacy of resources for development, aimed at saving resources and costs, market expansion and development, product upgrades, innovative development; a strategy of curtailment, reduction, which is characterized by negative development trends due to lower profits, reduced assets, reorientation of consumers to other products or markets. As a result of the research, a methodological approach to the assessment of trends in the development of business systems has been developed, which will allow obtaining additional advantages in the global environment. Determination of benefits becomes a basic characteristic for monitoring information provision regarding the organization of enterprise activities in a global environment. The paper makes a contribution to the research of the methodology for assessing the development of enterprises that can be applied to other enterprises, not only to the Kharkiv area. In the event of a change in the influence of global environmental factors, the degree of influence should be specified. The work offers an opportunity to develop further research from the point of view of strategic management, the concept of six sigma, and production optimization.