INFLUENCE OF THE ENVIRONMENT ON THE SELECTION OF THE ENTERPRISE STRATEGY

The article examines the analysis of influence of the environment on the choice of the enterprise strategy on the example of the organization of OOO «Gazprom transgaz Tomsk». Strategic analysis helps determine the strengths and weaknesses of the enterprise; assess the degree of influence of competitors and predict the further development path with the greatest benefit for the enterprise. In this article, modeling of the external environment with the help of Michael Porter’s five competitive forces is considered; an assessment of influence of factors on the activity of the enterprise is given. Additionally, the article analyzes the macro environment using PEST analysis, in which a list of opportunities and threats of the company is highlighted. The article includes an analysis of the external environment, namely, the political and legal environment, the economic environment, equipment and technology, and the social environment. To determine the strategy of the organization an example of the BCG matrix is used, since it allows considering the degree of development of the product sold by the enterprise. After the construction of the matrix, 4 directions of product development were identified. As the initial data for the construction, the directions of activity and revenues in these areas were reviewed. The degree of favorable environment of the company is presented as it has a great influence on the company’s sustainability as a whole, and determines the further development of the company in the condition of this environment. Strategies have also been developed at four organizational levels: corporate strategy, business strategy, functional strategy, operational strategy. In conclusion, the goals of the strategy in question, the directions for supporting the strategies, and recommendations for implementing each of the four strategies presented are developed for Gazprom transgaz Tomsk.

strategy, diversified company, factors, competitors, external environment, internal environment, gas main lines, business process, optimization, strategic analysis, competitive forces of Michael Porter, PEST analysis.

Kravchenko A. V., Loseva K. A. Influence of the environment on the selection of the enterprise strategy // Business. Education. Law. 2018. No. 3 (44). P. 113–119. DOI: 10.25683/VOLBI.2018.44.337.