CRITERIA AND APPROACHES TO ASSESSING ENTERPRISE STRATEGY

The article examines criteria and approaches to assessing enterprise strategy. It has been established that as part of the strategy development process, the following is carried out: assessment of the potential, capabilities and resources of the enterprise; analysis of internal factors that ensure strengthening of the enterprise's position; analysis of external factors requiring course correction measures; assessment of alternative areas of business activity; making decisions. It has been established that an incorrect assessment of the situation exacerbates the risk of developing the wrong strategy and increases the risk of losing competitive position in the market or being forced out of the market in the future. Approaches to developing an enterprise strategy are highlighted. It has been established that the formation of a successful strategy depends on the constant analysis of business factors. It has been established that assessing the level of development of the system for forming and implementing an enterprise strategy is an important part of the analytical process. It has been determined that the implementation of a system for assessing strategic potential is inextricably linked with selection and comparison with the development goals of the enterprise. It has been established that an important criterion for evaluating the developed strategy is compliance with changes in environmental factors of the enterprise. It was revealed that the most important procedure in the system for assessing strategic potential is the selection of indicators, given that it is advisable to select indicators so that employees responsible for implementing the strategy can easily understand the requirements. It has been revealed that when assessing the level of strategic development of an enterprise, it is necessary to clearly understand the level of development, the main characteristics of its components, their relationship and use in the functional process. It has been established that in order to assess the success of implementing an enterprise strategy, it is necessary to determine internal and external indicators of the success of the strategy. It has been established that the assessment of the level of strategic development of an enterprise is carried out on the basis of an assessment of the use of financial, managerial, marketing, technical and innovative components. All this must be taken into account in the perspective of further research in the context of improving the system and tools for diagnosing the strategic potential of an enterprise.