BUSINESS STRATEGY OF THE ENTERPRISE IN THE CONDITIONS OF A TURBULENT EXTERNAL ENVIRONMENT

Abstract

Unfavorable conditions and uncertain prospects prompt business owners to review the valuesof vision and strategy. Under the influence of the pandemic and the war, Ukrainian enterprises of all forms of ownership are forced to revise their business strategies. The article discusses the main stages of forming the business strategy of the enterprise. It was determined that some enterprises are revising their business strategies due to relocation. The possibilities and risks of relocation were studied in order for enterprises to continue working in the turbulent external environment. Today, the main reasons for the relocation of enterprises are the intention to preserve them, the relocation of demand, mainly to western Ukraine or abroad, and relocation solves a number of logistical problems. The main tasks of the relocation of a business that has found itself on the edge of its physical existence are the preservation of assets and capacity, the restoration of work for the benefit of the economy and the preservation of jobs. The main problems faced by domestic enterprises during relocation are identified. It is noted that when relocating an enterprise in the middle of the country, there is state support, because one of the most priority goals of the state is restarting the economy in wartime. Enterprises relocated abroad change their business strategies. When relocating enterprises abroad, it is important to study the peculiarities of doing business in the chosen country, to estimate the financial costs associated with the relocation. The relocation procedure is long, especially abroad. It was determined that relocation is appropriate in the event that the economic and financial benefits cover all the risks that the enterprise may face. When relocating an enterprise, especially abroad, there is a strategic gap that needs to be filled. As a result of the conducted research, certain trends regarding relocation were revealed, namely, the majority of business owners had inflated expectations regarding the efficiency of relocation, the influence of external factors on the development of business in the new territory was underestimated. While abroad, domestic companies faced the fact that the styles of conducting business are different, problems arose with the selection or transportation of personnel.