L. Kyslova. Analysis of environmental functioning on the metallurgical enterprises in Ukraine.

Abstract

Was been proved that the analysis of the marketing environment for the functioning of metallurgical enterprises serves as a tool. With this tool strategical developers control external factors relative to the industry in order to foresee potential threats and opportunities. The importance of accounting for external regulatory impact on the activities of metallurgical enterprises is considered. Was used the SWOT analysis of the development potential in Ukrainian metallurgical complex, which is an effective tool for marketing analysis of potential opportunities and threats from the external and internal market environment in metallurgy, as well as strengths and weaknesses of the industry, which makes it possible to determine strategic priorities and possible ways of their implementation. Was been proved that the application of SWOT analysis technology by the marketing service when assessing the main competitors creates prerequisites for developing tactics of competition and providing competitive advantages. The concepts of external and internal competitive advantage has singled out. Attention is been focused on STEP analysis as an instrument designed to identify the social, technological, economic and political aspects of the external environment that can influence the development strategy of the metallurgical industry. An optimistic, pessimistic and realistic scenario for the development of the Ukrainian economy are proposed. Was been revealed that the analysis of the external environment allows metallurgical enterprises to predict the emergence of threats and opportunities in a timely manner, develop contingency plans for contingencies, as well as a strategy to achieve goals and turn potential threats into profitable opportunities.