Management of strategic development enterprise in the candy industry (on the example of JSC «LCF «Svitoch»)

Abstract

In the qualification (master's) work based on the analysis of literary sources, various approaches of domestic and foreign scientists regarding the definition of important categories and scientific provisions of managing the strategic development of the company are summarized. It was found that the confectionery market is characterized by a high level of competition, it is characterized by seasonal fluctuations in supply and demand, a wide range of various confectionery products, actively uses marketing techniques and tools, non-price methods of competition. It has been proven that effective management of the company's strategic development requires appropriate information and analytical support. According to indicators of the financial condition and volumes of sales, the company has a liquid balance sheet, all indicators of profitability are within acceptable limits, indicators of liquidity and financial stability indicate a relatively stable level. It is substantiated with the help of a SWOT analysis that the most significant strength of the Svitoch company is the company's positive reputation on the market; the main threats relate to political and economic instability in Ukraine and the growth of competition. To perform the SPACE analysis, a system of indicators was formed, on the basis of which the aggressive strategy of JSC LKF Svitoch was established