PECULIARITIES OF FORMATION AND IMPLEMENTATION OF THE INVESTMENT STRATEGY OF ENTERPRISES AT THE REGIONAL LEVEL

Abstract

In Ukraine, there are practically no scientifically based approaches to the development of a marketing strategy for agricultural enterprises, its formation and practical use in the market environment. The paper provides a list of the main types of marketing strategies that form the strategic level of an agricultural enterprise. Strategy formation is the main stage in the process of strategic management of an agricultural enterprise.

The article determines that the basis for developing a marketing development strategy should be a strategic analysis, planning and forecasting of the market potential of the industry as a dynamic characteristic which combines production and marketing capabilities, taking into account possible changes in the external environment in which an agricultural enterprise operates.

Knowing that it is important for each agricultural enterprise to choose a marketing strategy that would maximize the producer's profit, in the process of developing marketing strategies, depending on the type of development of agricultural enterprises, three interrelated tasks are identified to solve.

The article describes in detail the investment strategy, which requires periodic adjustment to take into account changing external conditions and new opportunities. The right choice of investment strategy will allow concentrating efforts and resources on realization of investment potential and effective development of an enterprise in the market conditions.

When developing an investment strategy, it is necessary to take into account the factors that influence its formation, first of all, the availability of financial resources, the ability of regional enterprises to attract external financing, the investment potential of regional enterprises and the socio-economic development of the region, we have identified the factors of formation of the investment strategy of the enterprise. And since the investment strategy should be based on the principles, the article proposes them. Also, to implement the investment strategy at the enterprises of the region, the algorithm of its implementation is presented, which includes five stages.

It is emphasized that the investment strategy for regional enterprises is an effective and modern tool for managing investment activity, which takes into account regional development features and allows coordinating the actions of federal and regional authorities, investors and representatives of business circles.