ENTERPRISE COMPETITIVE ENVIRONMENT ANALYSIS AND EVALUATION
Belova Tat'yana Gennadievna, Krainyuchenko Ol'ga Feodos'evna, Rozumei Svetlana Borisovna
National University of Food Technologies, Kiev, Ukraine
Abstract. The article is devoted to enterprise competitive environment analysis and evaluation. The potential for SWOT- and PEST-analysis use for the determination of factors influencing the activity of the enterprise in competitive environment is considered; possible mistakes in the evaluation of competitive environment state and their analysis by the "blind zones method" are revealed. The methodology that enables to define the degree of competitive force influence in the market is suggested.
Key words and phrases: конкурентная среда, методы оценки конкурентной среды, SWOT-анализ, PEST-анализ, метод экспертных оценок, метод "слепых зон", методика оценки влияния силы конкуренции, competitive environment, methods of competitive environment evaluation, SWOT-analysis, P
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