METHODOLOGY AND RESULTS OF COMPREHENSIVE ASSESSMENT OF THE MARKET POTENTIAL OF AN ECONOMIC SUBJECT
S u b j e c t. A comprehensive assessment of the market potential of an economic entity, which is carried out according to the method of decomposition into simpler components using an integral indicator. T o p i c . The target function of the market potential of an organization is to form a development strategy for an economic entity based on the results of a comprehensive assessment. P u r p o s e. Carrying out a comprehensive assessment of the market potential based on the data of a particular economic entity, as well as the formation of possible options for strategic development. M e t h o d o l o g y. In the course of the study, the authors used general scientific methodology and approaches, based on the methods of system analysis, generalizations, economic and mathematical methods. R e s u l t s . The author presents a decomposition of the structural elements of the market potential of an economic entity, indicating a selection of indicators characterizing the state of one or another element. The study carried out a comprehensive assessment of the market potential of a particular economic entity and determined its level. Possible options for the strategic development of the organization are proposed. A p p l i c a t i o n a r e a . The results of the study can be used in the formation of the strategic plan of the organization. C o n c l u s i o n s . On the basis of the results obtained, possible options for the strategic development of an economic entity are formed.