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Abstract
The article substantiates that the study of the essence of the economic potential of an enterprise as the basis of its economic development, structuring its functional elements and carrying out on this basis a comprehensive analysis of the level of economic potential of the enterprise allow to formulate the principles of activating the economic policy of the enterprise to intensify the main economic processes. The main approaches to assessing the economic potential of the enterprise are studied: the approach from the point of view of the accumulation of assets (property), comparative (market) approach, and the income approach, express and fundamental analysis of the economic potential of the enterprise. Based on the analysis, it was found that the assessment of the economic potential of the enterprise should be carried out according to a comprehensive approach based on the formation of a dynamic methodology for its evaluation of the relevant functional components. Accordingly, the article highlights the main functional components of the economic potential of a commercial enterprise, which includes financial, trade and technological, market, investment and innovation, organizational, personnel components. Relying on the fact that for a more accurate definition and analysis of certain functional components of the economic potential of a particular enterprise should pay attention to its industry affiliation, the purpose of the study, the main business processes within the enterprise, formed a list of indicators for each functional component of economic potential trade enterprises. The study allowed to clarify the method of assessing the economic potential of trade enterprises. Thus, it is proposed to assess the economic potential of the enterprise using an integrated approach based on the analysis of its main functional components, using «indicators-stimulators», that is only those indicators whose growth has a positive effect on the enterprise. Thus, the weighted average assessment of the level of economic potential, which is more than 1, is considered positive and indicates the strengthening of the economic potential of the enterprise and more efficient use of available resources (the same applies to the assessment of certain functional components of economic potential).
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