PROJECT DEVELOPMENT OF ANTI-CRISIS POTENTIAL OF ENTERPRISE

Abstract

The article analyses approaches to defining the essence and role of anti-crisis potential and discusses the design of a diversified growth strategy based on a model to ensure the development of the enterprise’s anti-crisis potential. It also reveals the content of the methodology for evaluating the strategies of manufacturing enterprises operating in markets with intense competition. The methodology considers economic growth projects that involve a higher rate of reduction in the cost of live labour compared to the cost of embodied labour, as well as an increase in the share of profit in value added. It proposes the formation and comparison of a sequence of normative and actual indicators. A normative series of growth rates for indicators of the development of the enterprise’s anti-crisis potential has been formed. The normative range of indicators determines the conditions for developing strategies and implementing projects, enabling an enterprise to enhance its potential capabilities and realise its competitive advantages. Аdapted models for ensuring the development of the enterprise’s anti-crisis potential were developed depending on the defined strategic goal The proposed methodology for designing the development of anticrisis potential was tested using the private enterprise ‘VILIS’ as an example. The developed model offers the enterprise draft strategic decisions to strengthen and improve the use of financial and production components, ensuring the development of anti-crisis potential. This will give the company the opportunity to expand due to the implementation of the project of the production of an innovative product for Ukraine and to enter a new market for the company. A project for the production of  healthy instant noodles and entry into the market of instant food products is proposed.