ANALYSIS OF EXTERNAL AND INTERNAL FACTORS OF ENTERPRISE ENVIRONMENT INFLUENCING ITS MARKET SHARE

Abstract

The article considers the peculiarities of
enterprise planning under the conditions of constant internal
and external changes of enterprise environment.
Interconnection between the figure of present enterprise
share and external and internal environmental factors
influencing this figure is established. The author suggests
conducting the analysis of the factors and the degree
of their influence by means of economic and mathematical
modeling, the fuzzy-set theory in particular.
The advantages of the theory have been explored and
possibility of its application to planning and optimization
of industrial production depending on the chosen factors
has been shown. The degree of influence of the chosen
factors on the change of enterprise market share has
been measured.