Assessing the Operation Security of Trade Enterprises in the Modern Business Environment

Abstract

The article explores the features of assessing the operation security of trade enterprises in the modern business environment. It is proved that the combination of different methods of situational analysis, e. g. SWOT and PEST methods, allows expanding the external and internal factors under research, which can be taken into account within a diverse range of possible management recommendations. Monitoring of key factors of SWOT analysis allows to develop efficient anti-crisis management strategies that ensure the constant readiness of enterprises to the onset of a crisis, and to adjust them in accordance with changes in the external and internal environment. An improved approach to monitoring the internal and external environment of enterprises based on the integrated use of both SWOT and PEST analysis techniques allows timely detection of crisis situations with adjustment of development strategies. It is proved that precisely the innovative factor is dominant in shaping the trajectory of economic development of trade enterprises. This determines the possibility of moving to a qualitatively new level of development, which, in turn, requires conscious and purposeful management of financial security at the enterprise. The matrix of financial stability of the trade enterprises’ activities is constructed. Four areas of the matrix are distinguished: stable operation area; active development area; sustainable development area; unstable operation area. It is recommended to take into account in the areas of the matrix the wear coefficient of fixed assets, due to the eventual situation when the wear coefficient of fixed assets should be reduced to increase stability. This is suggested to be displayed using a vector directed towards the beginning of the coordinates.

Keywords

• trade enterprise
• financial security
• pest analysis
• swot analysis
• matrix of financial stability
• financial strategy