ANALYSIS OF THE EXTERNAL AND INTERNAL ENVIRONMENT AS A TOOL FOR ASSESSING THE STRATEGIC PROSPECTS OF A TRADING ENTERPRISE BUSINESS
The article is devoted to the assessment of the strategic prospects of the business of a trading enterprise that sells building materials. Based on the analysis of the economic indicators of the enterprise, as well as the performed PEST-, SWOT- and SNW-analyzes, the advantages, disadvantages, strengths and weaknesses of the enterprise are revealed, which determine its competitive advantages and strategic directions of activity in modern economic conditions.