THE USE OF SWOT ANALYSIS METHODOLOGY FOR COMPLEX EVALUATION OF ENTERPRISES’ CLUSTER ASSOCIATION DEVELOPMENT UNDER GLOBALIZATION

Abstract

The article grounds the use of SWOT analysis methodology for complex evaluation of conditions for enterprises’ cluster association development. It determines the factors that affect significantly food enterprises’ cluster association development: the legal basis and norms regulating the activities of enterprises’ cluster; attractiveness of the field and the level of competition in the sphere cluster enterprises belong to; benefits and threats from foreign environment regarding the cluster’s activity; strengths and weaknesses of cluster association’s member enterprises, their competitive opportunities; the availability of cluster structure development strategy; corporate culture type. It suggests the coefficient of level of SWOT analysis matrix margins influence on enterprises’ cluster association activities. The research results state that the level of SWOT analysis “SO” matrix margin influence on dairy industry cluster association is 0.73. It proves a significant level of this quadrant impact on enterprises’ cluster. The level of SWOT analysis ST matrix margin influence on dairy field cluster association is 0.34. It proves that there is an average level of this quadrant impact on enterprises’ cluster. The level of SWOT analysis “WO” matrix margin influence on dairy field cluster association is 0.09. It underlines an insignificant level of this quadrant influence on enterprises’ cluster. Yet, the level of SWOT analysis WT matrix margin influence on dairy industry cluster association (-0.39) is of great importance and emphasizes the threatening influence of this quadrant on enterprises’ cluster. The results of the conducted research due to SWOT analysis method are taken into account while developing the strategy of food enterprises’ cluster association development. The strategy of concentrated growth is chosen for dairy field cluster, in particular the strategy of strengthening positions in the market and the strategy of market development.