I. Psarova, O. Eremenko, Investigation of the potential of refractory enterprises of Ukraine and identification of possibilities for its improvement.

Abstract

Manifestation of the strengths of the enterprise in the form of economic results and indicators contributes to the allocation of resources to the production and administrative components in order to further improve the performance and development of the enterprise. The research of the company's potential is a universal tool that can identify not only problem areas, but also its capabilities that are attractive to investors. The paper presents the results of the rapid analysis of the potential of PJSC "Krasnoarmeyskiy Dynastic Plant". The concept of enterprise potential is revealed. Considered the need to use the potential of enterprises in order to rationalize production, analysis of market environment, changing market conditions and research of consumer confidence. . The results of this research are aimed at identifying the problematic aspects of the company's activities, which require the application of measures to optimize business processes. Manifestation of the strengths of the enterprise in the form of economic results and indicators contributes to the allocation of resources to the production and administrative components in order to further improve the performance and development of the enterprise. It is proved that the formation of the potential of the enterprise - is the identification of strategic capabilities, resources and capacity reserves that can enhance the competitiveness of the enterprise. The analysis shows that the most important aspect in maintaining competitive positions in the modern market is to increase the use of enterprise potential. Necessary constant research of the property status of the enterprise and its financial situation. Thus, it can be determined that due to the proper resources, constant analysis of "bottlenecks" of financial activities, the company has the opportunity to increase its own competitive position, create added benefits with a focus on consumer demand. Due to the fact that the formation of the company's potential is a complex dynamic process, focused on maximum interaction with the external environment and ensuring high quality of implementation, it is important to determine what factors determine the development of its elements and affect their balance and efficiency of use.