A model of the strategic potential of an enterprise as an object of strategic marketing

Abstract

Subject. The formation of enterprise’s strategic potential requires a scientific justification of its content due to the complexity of this category. At the same time, multiple approaches in determining the essence, structure of enterprise's potential, and ways of its mathematical formalization do not provide a sufficiently legitimate semantic and mathematical interpretation of the enterprise's potential model as an object of strategic marketing. Objectives. The study aims to develop a hierarchical model of enterprise’s potential, based on the definition of the object of strategic marketing in the implementation of the marketing concept of advanced development. This will form an effective strategy for enterprise development under conditions of permanent development of the market environment. Methods. The study rests on the theory of marketing and strategic management. Research methods include qualitative and functional analysis of economic categories. Results. The paper underpins the use of the category of enterprise’s strategic potential as an object of strategic marketing management. We applied a functional approach to build a hierarchical structure of strategic potential. The hierarchical model has three levels: main functional tasks (production and marketing), applied local potentials (technical, innovative, organizational, and investment), and resource potential. Conclusions. The model of enterprise’s strategic potential is essential for successful implementation of the management function of strategic marketing within the concept of marketing of advanced development, to build the strategic potential of the enterprise. Defining an interaction of local potentials of the enterprise will enable to accurately determine the object and type of managerial impact, as well as the targets of strategic development.