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Diagnostics of business environment

Conference Paper · April 2018

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Sergii Sardak Ihor Valerievich Movchanenko

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Sardak S.Е., Movchanenko I.V. (2018). Diagnostics of business environment. International
Scientific-Practical Conference: Innovation Managment in Marketing: Modern Trends and
Strategic Imperatives: Conference Proceedings, April 12-13th, 2018. Poznan, Poland: WSPiA
Publishing. 308 pages. – р. 84-85.

Section: Improving the strategic potential of the enterprise

Sardak S.E., Doctor of Economic Sciences, Professor
Oles Honchar Dnipro National University
Dnipro, Ukraine
Movchanenko I.V., graduate student
Oles Honchar Dnipro National University
Dnipro, Ukraine
DIAGNOSTICS OF BUSINESS ENVIRONMENT
The business environment, as a set of factors and conditions in which
business is carried out, is the basis for the creation and development of business.
Therefore, the diagnosis of the business environment is an urgent issue for any
enterprise.
The business environment, as a set of actors, forces and situational
factors, can be characterized by different criteria [1]. For example, from the
point of view of system formation, natural, biological, technical, economic,
social and managerial factors can be distinguished. Regarding the structure
formation, it is possible to identify the subjects, trends, threats, risks, problems
and challenges. Based on the hierarchy of the system environment, one can
consider the personal environment, the micro-, meso-, macro- and global
environment. More detailed approaches to the diagnosis of the business
environment make it possible to identify other narrowly specific approaches.
Among the main methodological approaches to assessing the business
environment of the enterprise, it is expedient to single out such [2]:
 methods for assessing the external environment of the enterprise: 1)
PEST-analysis (provides assessment of the enterprise environment for
 political, economic, social and technological factors); 2) SLEPT analysis
(evaluation is carried out by social, legal, economic, political and
technological factors); 3) STEEPLE-analysis (Environmental assessment
is advisable to implement socio-cultural, innovation-technological,
economic, educational, political, legal factors and environmental factors);
4) ETOM-analysis (examines the opportunities and threats of the
enterprise environment); 5) QUEST-analysis (probabilities of occurrence
of change of factors are investigated and program actions concerning
influence of the business environment on activity of the enterprise are
developed);
 method for assessing the business environment of the enterprise - SWOT-
analysis, which assesses the strengths and weaknesses of the enterprise,
its capabilities and threats.
Diagnostics of the external environment is an assessment of the state and
prospects for the development of the most important, from the point of view of
the organization, actors and environmental factors: industry, markets, suppliers
and a set of global environmental factors that the organization can not directly
influence.
Diagnostics of the internal environment - is a management survey.
Management survey is a methodical assessment of the functional areas of the
organization, designed to identify its strategically strong and weak points. The
management survey includes five functions - marketing, finance, production,
human resources, as well as the culture and brand of the enterprise.
Diagnostics of the business environment is an important tool for
enterprise management, which provides rationale for management decisions,
taking into account the influence of external and internal business environment
factors and the formation of a portfolio of market orientation strategies. Such a
study is conducted using various methods that are characterized by specific
methodological approaches, spheres of application, tasks performed, advantages
 and disadvantages. The choice of methodology depends on the objectives,
degree of preparedness of experts, expected results and other factors. Thus, the
diagnosis of the business environment is the most important aspect of
management and allows to improve the strategic potential of the enterprise.
Literature:
1. Sardak, S., Korneyev, M., Simakhova, A. & Bilskaya, O. (2017). Global factors which
influence the directions of social development. Problems and Perspectives in Management,
15(3), 323-333. DOI:http://10.21511/ppm.15(3-2).2017.02.
2. Frolenko A.N. Business environment of the enterprise: methodical approaches to its
strategic analysis / A.N. Frolenko // Formation of market relations in Ukraine. - 2012. - No. 9.
- P. 145-150.
3. Sardak S. Prospects for the development of modern business / S. E. Sardak // Management
and Manager. - 2008. - No. 1. - P. 4-12.

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