SELECTION AND JUSTIFICATION OF THE STRATEGY OF ANTI-CRISIS MANAGEMENT OF THE ENTERPRISE

The purpose of the article is to investigate the peculiarities of choosing and justifying the strategy of anti-crisis management of the enterprise. The levels of strategic risk management of the enterprise are considered. It was revealed that anti-crisis management of enterprises is in its essence a microeconomic category that characterizes financial and economic processes at the enterprise level and is aimed at applying measures to improve the financial condition. It was determined that the development of an anti-crisis management strategy involves the use of a system of methods for proactive assessment of the company's financial condition in order to develop a set of effective measures that will protect the company from possible bankruptcy. It was revealed that the essence of the development and implementation of the anti-crisis management strategy consists in choosing from numerous alternatives the desired direction of transformation and directing the production and economic activity of enterprises in the chosen direction. It was found that the system of choosing the strategy of anti-crisis management of enterprises should use a complex methodology that takes into account both theoretical and practical approaches to ensure the adoption and implementation of effective management decisions. It was found that the risk prevention strategy should cover the entire period of the company's activity, from its foundation to its liquidation. It has been found that with the help of a well-formulated and chosen crisis prevention strategy, many crisis situations can be avoided and promoted within the enterprise. It was determined that the justification of specific options for the implementation of the anti-crisis management strategy should be based on an innovative approach to the activation of technological modernization and development of the enterprise, taking into account the economic potential and internal capabilities. It is suggested that, in the perspective of further research, it is expedient to reveal the peculiarities of anti-crisis management of the enterprise in the conditions of today's realities.