TRADING ENTERPRISE DEVELOPMENT STRATEGY
The article defines the place and role of the development strategy in the activities of trade enterprises, shows its impact on competitiveness, image and performance indicators. The author's definition of "development strategy of a commercial enterprise" is proposed. A model of a strategy for the development of a trading enterprise is presented, which defines strategic planning as a mechanism capable of creatively linking the functioning of all subsystems of a modern organization. As a tool that ensures the functioning of the strategy, the authors propose to use a matrix of possible strategies depending on the level of enterprise development. It is noted that the implementation of the development strategy gives positive results: an increase in net profit by 7.5%, an increase in the company's competitiveness in the market.