ASSESSMENT OF ENTERPRISE DEVELOPMENT POTENTIAL IN THE CONTEXT OF ENSURING ECONOMIC SECURITY

The article deals with the actual issues of assessing the development potential of the enterprise in the context of ensuring economic security. Economic security is crucial to any enterprise's sustainable functioning, especially in an unstable market environment and growing competition. To ensure the enterprise's long-term development, it is necessary to systematically assess its potential, considering internal and external influencing factors. The main approaches to assessing the development potential of the enterprise are analyzed. Among them, financial, economic, strategic, and managerial approaches stand out, each with advantages and disadvantages. Financial approaches focus on analyzing the company's financial statements and assessing its solvency, liquidity, and profitability. Economic approaches include the analysis of macroeconomic conditions in which the enterprise operates and its ability to adapt to changes in the external environment. Strategic approaches are focused on long-term planning of the enterprise's development and assessment of its competitiveness in the market. Management approaches involve analyzing the company's internal processes, the effectiveness of management decisions, and the organizational structure. The assessment of development potential is a multifaceted and comprehensive process that involves the analysis of various aspects of the enterprise's activity. It is not a simple task, but one that requires a thorough and all-encompassing approach. The methods of ensuring the economic security of the enterprise were studied. Ensuring economic security involves minimizing risks and maximizing opportunities for enterprise development. A systematic approach to assessing economic security, which involves a comprehensive analysis of all aspects of the enterprise's activity and their interrelationship, is proposed. A model for assessing the company's development potential is presented as a significant contribution to the field. This model, which considers the main factors and risks affecting the company's activities, is a valuable tool for enterprise development. In addition, recommendations for enhancing the economic security of the enterprise have been formulated.