Study of approaches to the formation of a strategy for increasing the Investment attractiveness of the region (on the example of the rivne region of Ukraine)

The article identifies the main factors influencing the investment attractiveness of the region and groups them in six areas: macroeconomic, political, financial, technological, social and environmental analyses. Isolating the factors influencing the investment attractiveness of the region will allow a comprehensive assessment of various aspects that influence the adoption of sound investment decisions and increase the investment attractiveness of the country or region. The work examines the tools of strategic analysis for assessing the investment attractiveness of the region and their use in the conditions of martial law, and reveals their advantages and disadvantages. The following strategic analysis tools were studied: SWOT analysis, PEST analysis, CANVA, VMOST, SOAR, BKG matrix, Porter's Five Forces, Maturity Models, SPACE analysis and others. The GE/McKinsey matrix was chosen for the analysis of the Rivne region in war conditions, which, in our opinion, is the most effective tool for analyzing the investment attractiveness of the region and will provide a comprehensive approach to market assessment and the competitiveness of the region, will allow prioritization of the region's resources in conditions of limitations and adaptation of industries and production to changes in the external environment, as well as the possibility of assessing the level of risk for each sector of the economy. Since the GE/McKinsey matrix is popular and understandable to international investors, it will help attract international investment and aid to the Rivne region, which has existing natural resources and energy facilities. The McKinsey matrix is based on two factors - market attractiveness and competitiveness. The application of such an analysis in the conditions of the war in Ukraine and economic instability will help identify the main directions for the development, support or rationalization of certain sectors of the economy or enterprises. The paper identifies the main factors influencing the attractiveness of the market and the competitiveness of the industry. The authors studied the dynamics of indicators of socio-economic development of the Rivne region, analyzed them and assessed the attractiveness of the region for investors. Rivne Oblast is located near the border with EU countries and close to economically active regions, namely: Zhytomyr, Volyn, Lviv, Khmelnytskyi and Ternopil. The favorable location of the region will directly affect the development of trade and logistics operations. The Rivne region is known for its amber deposits, forest resources and land for agriculture and other natural resources. These advantages of the region form investment opportunities and attractiveness for attracting investments in the mining industry, agricultural production and wood processing, etc. The GE/McKinsey matrix based on two factors - market attractiveness and competitiveness for key sectors and branches of the economy of the Rivne region was built in the work, and the justification of its choice and benefits in the current conditions for the region was made. The analysis was carried out and strategic conclusions were made for the main directions of the region, and the most attractive industries and sectors of the Rivne region for investment were determined, namely: agriculture, energy and wood processing.