THE ROLE OF MANAGEMENT FACTORS IN THE CONCEPT OF THE DIVERSIFICATION STRATEGY OF THE ENTERPRISE'S FOREIGN ECONOMIC ACTIVITIES

The current stage of the development of the process of diversification of the company's activities is characterized by the globalization of economic relations, the competitive struggle in new markets for sales and raw materials, and the relocation of production to other countries. The article examines the essence of the strategy of diversification of foreign economic activity and its importance in company management. The definitions of various scientists who described the content and form of diversification strategies in the context of the development of international competitiveness of the enterprise were analyzed. The dependence of indicators of international competitiveness on effective management decisions regarding the choice of diversification strategy and methods of its implementation is considered. The article presents various approaches to determining the necessary diversification strategy for the long-term development of the company. The main priority directions and programmatic tasks of choosing a clear and effective diversification strategy, which has a direct dependence on the type and characteristics of the diversification of a certain enterprise's activity, are highlighted. The main factors influencing the formation of the diversification strategy are considered. The motivational approach is described in detail as the primary basis for forming a strategy for diversifying foreign economic activity. The work also highlights the reasons and prerequisites for implementing the decision on diversification. In order to achieve planned decisions with a minimum concentration of efforts and resources, the manager needs a detailed study of the prospects and potential of the enterprise in order to avoid mistakes and gain competitive advantages. The key management factors that affect the choice of an effective strategy for diversifying the company's foreign economic activity in order to achieve the main goals of the enterprise are determined. A scheme of comprehensive analysis of the choice of diversification strategy, taking into account the conditions of the internal and external environment of the enterprise, has been developed. The role of the key competencies of the enterprise, which are of strategic interest in the development of diversification strategies, is defined. Proposals have been developed regarding the phasing of systematic research and the prioritization of tasks, which is an important prerequisite for choosing and implementing a diversification strategy.