Organization of financial results analysis within marketing research of competitive advantages

One of the internal competitive advantages is the formation and usage of its financial results, the effectiveness of which depends on the managerial of enterprise’s personnel. The provision of managers with reliable marketing information and their usage of effective instruments for analyzing competitive advantages of the enterprise is the most problematic issues today. Thus, we see how much arises the need of research, grounding and analysis improvement of financial results, adapting it to the current operating conditions of business entities considering the risk factors that may affect the outcome of the chosen strategy of enterprises. The research is aimed at improving the financial results analysis within the assessment of internal factors of competitive advantage during marketing analysis in the usage of computer technology. According to the study the main stages of the analysis of financial results have been grouped, the steps for each of them have been outlined, the suggestions to develop a plan and program of financial results analysis have been given as well as description of the possibilities of software for computerization financial results analysis of the company have been described. The above suggestions provide economy of working hours of employees and reducing the degree of uncertainty by getting the necessary information to make decisions on the management of enterprise competitiveness.