METHODICAL PROVISION OF ENTERPRISE’S ECONOMIC EFFICIENCY ASSESSMENT IN THE MARKETING ASPECT

Abstract

The article deals with the problem of the formation of methodological support for assessing the effectiveness of the enterprise, theoretical approaches to its evaluation are researched. It is proposed to assess the effectiveness of the enterprise in the marketing aspect of the application of methodological approaches to assessing the effectiveness of the enterprise by objective and subjective components, which are based on the definition of quantitative and qualitative indicators. The evaluation of financial, personnel, production, and innovation areas has been grouped together.

In the course of calculations, statistical information was used for 18 machine-building enterprises in the Kharkiv region. The calculations were made in the STATISTICA 12.5. The matrixes of factor loads are presented on the complex of factors of estimation of efficiency of activity of the enterprise by an objective component. A substantiated list of indicators for each direction is formed. In order to generalize the results of the analysis on the basis of the formed final list of indicators of the evaluation of the efficiency of the enterprise by the objective component in the identified directions, a matrix of factor loadings was created in all directions.

Since the purpose of the study is to determine the efficiency of the enterprise's activity on an objective basis, it is proposed in the form of criteria for clusterization to set indicators that, according to the results of multidimensional factor analysis, have the greatest load. The cluster-homogeneous groups of machine-building enterprises are allocated. Presented dendrograms of distribution of machine-building enterprises for the objective component for 2014-2017.The integral indicator of the efficiency of the enterprise's activity on the objective component is identified as the result of the evaluation of the main indicators of the efficiency of the enterprise, which is based on selected partial indicators. The calculation of the integral indicator of the efficiency of enterprises by objective component was made for the period under study by the defined clusters.