Open AccessPEST-ANALYSIS AS A TOOL FOR FORMING AN ENTERPRISE DEVELOPMENT STRATEGY
Author(s) -
Ivan Dukhnovskyi
Publication year - 2021
Publication title -
bìznes-navìgator
Language(s) - English
Resource type - Journals
eISSN - 2707-6172
pISSN - 2522-4751
DOI - 10.32847/business-navigator.63-12
Subject(s) - pest analysis , identification (biology) , table (database) , computer science , business , marketing , ecology , data mining , biology
The article considers PEST-analysis as a tool for forming a competitive strategy for enterprise development. It is established that for survival and development in modern conditions for any enterprise it is necessary to take an active position in terms of forming the external conditions of its own activities on the basis of systematic identification of threats and potential opportunities in the external environment. This determines the feasibility of using in the activities of the enterprise methods and tools of strategic analysis, in particular, PEST-analysis. Based on the analysis of various scientific sources, the sequence of the main stages of PEST-analysis is considered, which include: formation of an expanded list of factors; determining the significance and degree of influence of each of the selected factors; assessment of the probability of change of the factor on a scale on the basis of an expert survey; assessment of the real significance of the factors; distribution of all factors from the expanded list in descending order of real significance of factors; compilation of a summary table of PEST-analysis. To assess the real significance of the factors, a weight-adjusted estimate was calculated by adjusting the impact of each of the selected factors on the average expert assessment, which increases the validity of the results of the analysis. The selected stages of PEST-analysis were tested on the example of a domestic industrial enterprise PJSC "Extractive Company" Ukrnaftoburinnya ". Given the significant amount of PEST-analysis of the selected company, the article presents three fragments for each of the main stages of the analysis, including the impact of key factors on the industry and the company, and identifies measures to reduce the negative impact of the factor or maximize it positive impact on the enterprise. Carrying out of PEST-analysis allowed to form a system of managerial actions for improvement of long-term strategy of development of the enterprise of PJSC Ukrnaftoburinnya Mining Company. The conclusion about simplicity, convenience and efficiency of the investigated tool of the strategic analysis for studying of external environment of managing of the enterprise is made.