Conceptual principles for building a balanced and competitive development portfolio for a diversified enterprise

The object of research is the process of forming a balanced competitive portfolio for the development of a diversified enterprise in conditions of limited resources and high variability of the external environment. It was determined that one of the most problematic areas is the lack of capabilities of existing matrices to take into account the specifics of goods that are in close production or market interaction with existing or prospectively attractive goods of the enterprise. The following methods were used: analysis; synthesis; comparison; abstraction; analogy; measurement; grouping; graphic; mapping of strategic groups; experimental and game methods; industry analysis. During the study, the modified BCG matrix was improved by adding another square, “chest”. It reflects goods that are no longer on the market, but are technologically or structurally related to the existing goods of various business units of the enterprise. The results of the implementation of the improved BCG matrix at the representative enterprise confirmed the expediency of allocating this square. The results obtained made it possible to determine the synergy between products, assess the prospects for their development and justify the expediency of regrouping the enterprise's capabilities within the portfolio. Successful and correctly justified strengthening of the activities of some business units at the expense of others allowed the studied enterprise to increase sales by 320 thousand UAH (8.45 thousand USD), profit by 175.2 thousand UAH (4.63 thousand USD), reducing the amount of loss, and also reducing demand fluctuations during the year. The proposed approach allows to take into account not only market indicators, but also the innovative potential, compatibility, and development opportunities of product groups. This increases the accuracy of strategic decisions. Compared with well-known analogues, the proposed model provides strategic balance and competitiveness.