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The method of constructing of a company development trajectory for the strategic goals achievement

V. Moskalenko, N. Fonta, S. Ershova, O. Afanasyev
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Description: The article substantiates the relevance of solving strategic management problems. The problem of the strategic goals choice and the formation of strategies to achieve them are highlighted. It is necessary to conduct procedures of goals verification to solve it, i.e. define goals adequacy and strategies to achieve them, including analysis of the resources and the market company's opportunities, determination of the strategies effectiveness, their feasibility and the desirability of achieving goals. It is proposed to use the trajectory approach for such a procedure. A set of possible strategies is formed to achieve each strategic goal. It is necessary to choose an effective strategy and assess the reachability of the goal. The method is considered according to which the trajectories of the company’s development are constructed for applying strategies, and then a strategy is chosen to achieve the strategic company’s goal based on the analysis of these trajectories. The method is based on the idea of sequential analysis for the options. The company can carry out its activities in different segments during the strategic period and as the result to receive different profit. Since the company considers different strategies for achieving the goal, the market segments for each strategy will be different. Therefore, the task is to select efficient market segments for the company according to development strategies. The trajectory is a set of market segments at intervals of the strategic period, where the company is going to plan its activities in order to achieve the strategic goal. Each market segment is characterized by parameters: sales volume, market price and production costs of the enterprise. The criteria for selecting market segments by planning intervals is to maximize the total profit of the company for the entire strategic period. The routes of transitions from one segment to another are formed for planning intervals. Further, such a route is determined so that the total profit from the company’s activities in the market segments of this route for the entire period has been maximum. A strategy is selected for each goal based on the development trajectories, an analysis of the strategic goals effectiveness and the ability of the company to achieve them is made. Using this method, an assessment of the company resource capabilities is carried out. The values of the indicators are determined as a result of the method implementation. These indicators are used in the formation of the company performance indicators. This method is included in the part of the software of the strategic planning module of the EPM system. In this module, strategic objectives and strategies to achieve them are formed.


Keywords: strategic management, development trajectory, the method of sequential analysis of options, performance indicators, performance management system

References

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Reference:
 Moskalenko, V.V., Fonta, N.H., Ershova, S.Y. and Afanasiev, O.V. (2019), “Metod pobudovy traiektorii rozvytku pidpryiemstva dlia stratehichnoi tsili” [The method of constructing of a company development trajectory for the strategic goals achievement], Information Processing Systems, Vol. 2(157), pp. 7-12. https://doi.org/10.30748/soi.2019.157.01.