SPECIFICITY OF STRATEGIC ANALYSIS OF THE EXTERNAL ENVIRONMENT OF THE MILK-PROCESSING ENTERPRISE
This article is devoted to the analysis of the external environment of the dairy industry of the Krasnodar Territory. The main objective of the study is to identify the most significant environmental factors of CG «Kubarus » and evaluate their impact on the functioning of this enterprise. The study of environmental factors was carried out using tools such as PEST analysis, 5 Porter forces, SWOT analysis, as well as by determining the stage of the life cycle of the industry under study. The use of these tools allowed us to conclude that CG «Kubarus » has good performance at the regional level, while the dairy processing industry does not have a high level of attractiveness, since the activity is accompanied by a number of threats to which the enterprise is unable to influence.