PRACTICAL APPLICATION OF SWOT-ANALYSIS TO DETERMINE THE COMPETITIVENESS OF LLC SPE “MICROTERM”

The article identifies the competitiveness of machine-building enterprises on the example of SPE “Microterm”. According to the authors, research should be conducted by the method of SWOT-analysis, which reveals the specifics of a particular enterprise and improves the level of competitiveness of enterprises in modern business conditions. The authors conducted a SWOT-analysis by stages of filling in the SWOT matrix, processing (summarizing) the results and analysis of the results. At the first stage, the authors identified the strengths and weaknesses of the company. In the second stage, the main strategies of the enterprise were identified. In the third stage, the authors considered combinations of the SWOT analysis matrix. In the narrow branch aspect, this type of analysis helps to develop a multi-criteria model and perform its computer implementation (experiment), to obtain qualitative and quantitative interpretation, to determine directions for further development of the model, as well as ways of its practical use in product distribution (market) The authors determined that the main purpose of SWOT-analysis, as a matrix method, is to obtain reliable data on the company’s capabilities and threats to its promotion in the market of goods and services. Therefore, to achieve this goal before the SWOT-analysis are the following tasks: identifying marketing opportunities that correspond to the resources of the firm; identification of marketing threats and development of measures to neutralize their impact; identifying the strengths of the firm and comparing them with market opportunities; identification of the firm’s weaknesses and development of strategic directions for overcoming them; identifying the competitive advantages of the firm and the formation of its strategic priorities. Thus, during the practical application of the matrix method of SWOT-analysis, competitiveness was determined by the following features: qualitatively certain state (level) of the economy, stability of economic processes regardless of external and internal factors, resistance to various threats, development, resistance to the impact of external and internal threats, readiness and ability to create mechanisms to protect national interests, the ability to self-development and progress.