УДК 334.732

DOI: https://doi.org/10.36887/2415-8453-2020-1-19

Tetyana Ivanivna LEPEYKO
Doctor of Economics, Professor, Simon Kuznets Kharkiv National University of Economics

JEL classification: Q13; Q17; P45


Introduction. Marketing of investment opportunities is one of the fundamentals of the enterprise, obtaining financing and a tool to respond to changes in the market of goods, services and finance. In addition, the study allows to identify existing trends in the development of diversified enterprises in production, organization and financial areas. There is also feedback, because the analysis of production and financial performance of the enterprise will allow you to more effectively plan and adjust the policy to attract investment for future periods.

The purpose of the study is to substantiate the effectiveness of the use of financial indicators of a diversified enterprise from the standpoint of their importance as a factor in attracting investors within the organization of marketing investment policy.

Results. In the course of the work the key indicators of the financial activity of the diversified company were analyzed. A comparative analysis of similar financial indicators of several years was conducted to identify possible trends in the financial development of the enterprise at different time intervals. The analysis also revealed the relationships between the analyzed indicators, which were used to predict the direction of possible changes in these financial indicators for several future years. In this situation, the main thing is the fact that the decline to such indicators was planned and clearly predicted, as well as the growth of the corresponding indicator in the period 2016-2017. It should be noted that the growth and decline of this indicator during the study period occurred at the same rate. Predicting the future dynamics of this indicator, we can confidently say about its further growth at a similar pace.

Conclusions. The situation with the development of the analyzed indicators during this period cannot be called standard. It is worth talking about the negative phenomena in the whole sphere of activity of this enterprise. Despite this, only such events can show all the importance of the enterprise, the balance and security of its systems. The analysis showed that the company has steadily and predictably overcome these negative phenomena and reached new significant volumes of production and development in general. This fact is one of the most important in assessing competitiveness, namely as the ability to respond quickly and efficiently to changes in the economic macroenvironment of the industry.

Keywords: diversification, investment marketing, enterprises, financial indicators.


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The article was received 20.01.2020