Abstract:
Object: The article considers new approaches to the formation of the company’s development strategy (on the example
of furniture production in the Pavlodar region). In particular, the goal of the study is to evaluate the competitive
position of the enterprise, based on the use of a spatial model (SPACE model) and the method of expert assessments,
taking into account factors of the internal and external environment.
Methods: This research adopts the method of expert assessments, including the quantitative and qualitative research
methods with a survey data collection technique. The initial data have been collected by a questionnaire with six
point scales, it is used SPACE-model which allows to determine the type of development strategy - the most optimal for
the enterprise taking into account the parameters of the external and internal environment of the enterprise.
Findings: The results show that the company under study is characterized by an average attractiveness of the furniture
market in the city of Pavlodar, a stable financial position, which is limited by an unstable external environment.
In addition, the company according to the study has aggressive competitive position in the furniture sales market, which
entails the potential ability to resist competitors.
Conclusion: Based on the results obtained, it is advisable to form and implement a strategy for intensive growth of
the studied enterprise, which assumes either a deeper penetration of the enterprise into the existing market with the existing
product range or penetration into new markets with the existing range. The authors also recommend the following strategies
for intensive growth: 1) the strategy of expanding the market boundaries; 2) the strategy of deep market penetration.
