SWOT-ANALYSIS AS A TOOL FOR DETERMINING A SMALL ENTREPRENEURIAL STRUCTURE DEVELOPMENT STRATEGY

Purpose. The aim of the article is strategic analysis state development LLC “GALYCHMED”, identification positive and negative trends changes, identification, awareness factors that cause inhibition its development, search for priority ways directions analysed enterprise. Methodology research. To achieve this goal, a toolkit research methods was used, namely: economic-statistical calculation-analytical – to study opportunities threats external environment operation strengths weaknesses studied enterprise; matrix method (SWOT-analysis) comprehensively reflect results internal “GALYCHMED”; problem-oriented substantiate potential scenario solving issues tabular visual display effective perception statistical data; induction deduction concluding; logical consistent generalization theoretical practical provisions scientific Findings. SWOT performed according stages filling in matrix, processing (summarizing) results, results. It noted main purpose as obtain reliable data on company’s capabilities promotion market goods services, so before are following tasks: identifying marketing meet resources; measures neutralize their impact; enterprise comparing them with opportunities; overcoming them; competitive advantages formation priorities. established influence macroenvironment mesoenvironment positive. most important attitude buyer product, population, people work, on. Among inflation, social situation country world (COVID-19), financial crisis, slowing economic growth, purchasing power industry competitors, more. determined: sold by quality services; sales system; share; availability credit; assets; net profit. proved unstable due pandemic, devaluation national currency, banking sector, losses area environmental protection eastern Ukraine, well other negatively affected trading activities “GALYCHMED”. In retailers, costs have risen profits fallen, prompting more conservative pricing spending cuts. Originality. application has been further developed, which allows selection ensure growth enterprise, systematize problem situations, identify use new potentials faster than avoid dangers, make informed decisions about small business prevent irrational assets. This technique an effective, affordable, cheap way assess management businesses. Practical value. recommended researched (LLC “GALYCHMED”) retail enterprises determine strategy, competitiveness, but each time it must be adapted specifics Key words: analysis, strengths, threats, environment, situation, trade, planning, demography, political environment.