SYSTEM OF METHODS OF EVALUATING THE IMPACT OF THE EXTERNAL ENVIRONMENT ON THE FORMATION OF COMPETITIVE ADVANTAGES OF TRADE ENTERPRISES

The necessity of studying conditions and factors of the external environment of retail enterprises for making effective business decisions on the formation, implementation and development of competitive advantages is substantiated. The circumstances which increase attention to the manifestation of the external factors were considered. It is noted that confirmation of the presence of competitive advantages is carried out only in a market environment. The attention is focused on the uncontrollability of external factors on the part of enterprises. The increasing influence of globalization and integration processes on the formation, implementation and development of competitive advantages due to entering the market of foreign companies is characterized.

The existing methodological approaches to assessing the influence of the external environment are analyzed. Fundamental and applied methods for assessing the influence of the environment are highlighted. Fundamental evaluation methods are characterized. They emphasize their universal nature, the possibility of application in any economic sphere and management, flexibility with regard to the analyzed elements.

The following methods are considered: SWOT analysis, PEST analysis, STER analysis, TEMPLES analysis, A. Mescon “5 × 5”, I. Ansoff, ETOM analysis, five forces of M. Porter, J. Wilson.

The characteristic of the tasks to be solved, the advantages and disadvantages of each method are given. Their limitations are noted: subjective nature, the use of qualitative assessment, the lack of focus towards industry specifics.

The applied methods for assessing the influence of environmental factors on the formation, implementation and development of the competitive advantages of retail enterprises are characterized. Their focus on enterprises of a particular industry or a particular aspect of their activities is noted. Positive use of the complex of formalized methodological tools for assessing the influence of the environment through economic, statistical and economic-mathematical methods is emphasized. An increase in the objectivity of the evaluation results when using applied methods is noted.

Attention is focused on the lack of development regarding the assessment of the influence of the external environment on competitive advantages at various stages of their life cycle.

The conclusions about the necessity to develop adequate methodological tools for assessing the impact of the external environment on the formation, implementation and development of competitive advantages are made.