ASSESSMENT OF INVESTMENT ATTRACTIVENESS OF ENTERPRISES

In the context of large-scale processes of integration and globalization, the main economic entities on the world stage are corporations, which in times of financial crisis, limited resources and fierce competition seek to obtain better and cheaper resources. These include flows of additional financing, thus creating a need for an image of an attractive object of investment to investors. Investors who invest their money and other property in Ukrainian corporations must be confident in their choice of business partner and their ability to preserve and use invested resources effectively. The role of determining the investment attractiveness of the corporation is that potential investors need to be convinced of the feasibility of investing with specific indicators. Economic analysis is one of the examples of such indicators and is a tool in assessing investment attractiveness. It may be used to assess the feasibility of investment activities and make the right management decisions on the feasibility of a particular investment project. The purpose of the study is the theoretical justification and formation of methodological provisions for the analysis of investment attractiveness of economic activity of the enterprise. To achieve this goal it is necessary to solve the following tasks: – to clarify the essence of the concept of «investment attractiveness» in order to determine the main approaches to the interpretation of this concept and the choice of the most information-filled definition that meets the needs of practice and theory; – to review the scientific and practical literature to identify and further study the problematic issues related to the analysis of investment attractiveness of enterprises; – to consider modern methods of assessing investment attractiveness and the possibility of their use in Ukrainian enterprises; – to improve the methodology of analysis of investment attractiveness in order to provide investors with reliable information on the feasibility of investment activities; – to test methodological approaches to the analysis of investment attractiveness of the industry, enterprise and a separate investment project on the example of PJSC «Kyiv Confectionery Roshen» in order to determine the suitability of the proposed method for use by domestic investors.