STRATEGIC MANAGEMENT DIRECTIONS ASSETS AND LIABILITIES OF BANK

The article proposes strategic directions for managing the bank's assets and liabilities for stable profitability of a commercial bank. For this, a study of the theoretical foundations of the interpretation of the bank's financial strategy was carried out, as well as the main stages of the process of forming the strategy of financial development of banks were summarized (setting the general period of forming the financial strategy, forming the strategic goals of financial activity, developing a financial policy for certain aspects of activity, specifying the indicators of the financial strategy, evaluating developed financial strategy). In this context, an analysis of the effectiveness of Kredobank's activities and a SWOT analysis were carried out, opportunities, weaknesses and strengths were identified. Of course, the biggest threat to the bank is the unstable situation in the country caused by the war, because in such conditions it is difficult to formulate a strategy and follow it. It was established that the Development Strategy of Kredobank: improves the operating model and the multi-channel distribution model; uses the synergy potential due to belonging to the PKO Bank Polski group to create an «ecosystem» of financial services for Polish-Ukrainian business; builds value based on long-term relationships with satisfied customers and enthusiastic employees; dynamically and, at the same time, prudently increases the scale of its business; carries out deep digital transformation in all aspects of activity; ensures diversification of activity and discipline in the field of risk management and cyber security, resistance to market shocks. However, the well-founded strategic directions of the bank's activity will allow it to work stably despite any changes in the economic situation. Therefore, the work has improved the strategy of managing assets and liabilities of a commercial bank with the definition of directions (marketing policy, fund raising policy, IT sphere, investment policy) and implementation mechanisms.