MODEL OF EVALUATION OF INVESTMENT ATTRACTIVENESS OF THE ENTERPRISE

Abstract

In the modern financial and economic conditions of business entities, ensuring the investment attractiveness of the enterprise is the key to its profitability and long-term development. The article considers the essence of investment attractiveness of enterprises. Based on the analysis of literature sources, the concept of investment attractiveness of the enterprise is clarified, which can contribute to a more accurate and clear definition of the processes associated with this activity. Under the "investment attractiveness" as an economic category should be understood as the level of efficiency of the available financial and economic resources of the enterprise, the indicators of which allow potential investors to draw conclusions about the need and feasibility of investing in the enterprise. It is found that the main components of the formation of investment potential of the enterprise are indicators of profitability, liquidity and solvency, business activity, financial stability. In the process of analyzing the literature and conducting a theoretical study identified various methodological approaches to assessing the investment attractiveness of the enterprise, among which are such classic tools as the method of sum of coefficients, the method of complex assessment, the method of sum of places. Their critical analysis is carried out, the advantages and disadvantages are determined. It is proved that the most clear and substantiated assessment of the level of investment attractiveness of the enterprise is considered in the methods based on the definition of the integrated indicator of investment attractiveness of the enterprise. This is the simplest method of analyzing the level of investment attractiveness, which requires the least time, and also allows you to quickly track negative trends in the enterprise, based on the calculation of financial ratios. It is substantiated that the assessment of the level of investment attractiveness of the enterprise should be carried out through rapid assessment, which is based on the calculation of an integrated indicator and provides analysis of the effectiveness of the main coefficients of financial condition based on comparison of marginal (critical and normal) and actual values. The proposed model of rapid assessment allows you to get an objective picture of the financial condition and efficiency of the existing investment attractiveness of the enterprise.