THEORETICAL AND METHODOLOGICAL ASPECTS OF ENTERPRISE DEVELOPMENT STRATEGY

This paper presents a study of the theoretical and methodological foundations of the process of forming a development strategy for a company. It was determined that the main goal of the development strategy is to achieve a long-term competitive advantage that guarantees the survival and sustainable functioning of the enterprise in the future. After considering the opinions of various authors, we have reached the conclusion that a development strategy is a coherent set of interrelated strategic decisions that determine the priority areas of a company's activities in terms of implementing its mission, goals, and objectives. According to its content, the strategy takes into account the main fundamental processes in the company and its external environment, the potential for growth of its strategic potential. And since each firm is unique, the strategy formulation process for each firm is individual. The paper investigates the possibility that an enterprise can function well through management that is adaptable to rapid changes in business conditions and through efforts to solve internal problems related to increasing the efficiency of resource use in current activities. In other words, it is necessary to implement a process of planning, organizing, motivating, and controlling in order to formulate and achieve the goals of the enterprise. Summarizing the different approaches to the content of the strategy formulation process, it was determined that there is no single method of formulating development strategies, nor is there a single form of enterprise. After analyzing the studies of scientists dealing with the issue of the development strategy of an enterprise, it was determined that the development strategy of an enterprise is a complex and long process of actions and measures to improve business processes, continuously shape the customer portfolio, and improve the system of relations with customers, taking into account the interaction between the external environment and the enterprise and the dynamics of its development, as well as the We were able to reach the conclusion that it is the result of a process, designed to support the sustainable and long-term livelihood of enterprises in the turbulent conditions of the socio-economic system. The analysis of a large number of publications shows that the scientific and methodological approach to the formation of development strategies and the structuring of their development process needs updating and further development, both in its scientific and organizational/practical aspects.