Marketing strategic analysis of the competitive potential of commercial enterprise

The essence, properties and conditions of the formation competitive potential commercial enterprise are investigated in this paper. Competitive is formed from opportunities internal external origin, which makes it possible for to compete effectively market conditions. position by managerial, intellectual, resource, production, innovation marketing factors. Factors shaping include: level qualification experience marketers, enterprise's share, brand information, mix, image, consumer/client loyalty, partnerships with suppliers intermediaries. Marketing strategic analysis basis forming balanced strategy development. algorithm conducting involves sequential execution certain stages: determining factors influencing their assessment, evaluating resources enterprise, forecasting likely impact business environment, developing recommendations using enterprise. main functions following: that determine growth potential; identification reasons current state enterprise; preparation justification management decisions; mobilization reserves qualitative quantitative improvement potential. identify both Evaluation can be carried out on performance reserve approaches. theory practice operates a significant number various methods, differ complexity use feasibility application depending scale production specifics field activity Such methods classified following way: according direction information base (criteria expert methods); method displaying final results (graphical, mathematical logical suitability development decisions (simultaneous assessment (indicative matrix methods). Advantages disadvantages listed assessing potential, as well effectiveness