Система візуального кодування стратегічних альтернатив для ідентифікації ризиків діяльності інтернет-магазину «Файні Меблі Львів»

English

System of visual coding of strategic alternatives for identification of the risks of the internet store «Fine Furniture Lviv»

Abstract. Introduction. Modern business development involves taking into account various factors that affect the company's activities. Among the effective tools for analyzing the internal and external environment of the organization, SWOT analysis is distinguished, which ensures the identification of the company's strengths and weaknesses, opportunities and threats arising in its activities, as well as the establishment of relationships between them. The application of SWOT analysis is especially important for online stores that operate in conditions of high competition and dynamic changes in the market environment. The assessment of the Fine Furniture Lviv online store, which has been successfully operating on the market for 10 years, provides an opportunity to identify its strategic advantages and ways of further development in conditions of high competition. Purpose. The main purpose of the article is to conduct a SWOT analysis of the online furniture store «Fine Furniture Lviv» to determine strategic problems and alternatives for the development of the enterprise. Materials and methods. The research materials are: analysis of open sources of information about the activities of the Fine Furniture Lviv online store. In the process of carrying out the research, the following scientific methods were used: abstraction (to highlight key aspects in the internal and external environment that affect the success of the enterprise); SWOT analysis as a methodology for systematic assessment of internal and external factors affecting the company's activities. Results. The article examines strategic problems and alternatives for the development of the Fine Furniture Lviv online store, which is one of the leading players in the furniture retail market in the Western region of Ukraine. The internal environment of the enterprise was analyzed and assessed by means of an expert assessment of the importance of each factor, and a SWOT analysis matrix was constructed. Factors that help to evaluate the business from different angles are considered and characterized, namely: Strengths, Weaknesses, Opportunities and Threats. The advantages of using a SWOT analysis, which helps to generalize the research results and identify optimal courses of action, are substantiated. Discussion. In further research, it is proposed to focus on the implementation of modern information technologies to improve customer service (automation of processes, the use of chatbots, CRM systems and analytical tools will help to improve interaction with customers, increase the level of service and sales efficiency); optimization of logistics processes (improvement of the delivery and warehousing system will help reduce logistics costs, shorten delivery times and increase overall customer satisfaction); launching a mobile application (creating an application for more convenient access to products and consultations, which can expand the audience among young people). This will make it possible to expand the functioning of «Fine Furniture Lviv» stores.

Keywords: visual coding; SWOT analysis; abstraction; factors; strengths; weaknesses; strategic issues; probability matrix; KPI