MANAGEMENT PROCESS OF PLANNING ECONOMIC ACTIVITIES IN SMALL AND MEDIUM ENTERPRISES OF SERVICES

The article examines the various views of scientists on the interpretation of the concept of the planning process and the management of the planning process, the generalization of which allowed us to distinguish three economic groups: planning as a process, as a set of methods and as a type of activity. The planning process at small and medium enterprises in the service sector in modern business conditions is considered. The main features of a well-formed planning process are identified, as well as the advantages of managing the planning process, such as adaptation, innovation, mobility. The analysis of the impact of the planning process on the beginning and effective implementation of entrepreneurial activity, the operation of appropriate financial mechanisms, the development of business and investment activity, the creation of conditions for the development of fair competition in the market of goods and services, the development of a modern infrastructure for supporting small and medium-sized businesses, resource, information support and other aspects. The model of management of the process of planning the enterprises of the service sector is studied, in which attention is focused on the organizational and informational support of the planning process with the allocation of the planning management subsystem and the decision-making subsystem. The role and importance of planning at small and medium enterprises in the service sector at all stages of their economic activity are determined. It is proved that the formed planning process is able to determine the long-term and short-term goals of the service industry enterprise, the strategy and tactics of their achievement; reveal target markets, specific areas of activity, market share; determine the composition of expenses; to prepare the composition of the marketing activities of enterprises for market research, sales promotion, advertising, pricing, distribution channels; identify the main risks and find ways to overcome them. It was emphasized that effective management of the planning process allows us to optimize operating expenses and maximize revenue from sales in crisis operating conditions. The results of the study are the basis for the effective management of the planning process of economic activity at small and medium enterprises in the service sector.