The Formation of Financial Strategy of Enterprise in the Hotel Industry

The article is aimed at researching the process of formation of the financial strategy of enterprise and its substantiating within the system of enterprise development management. The sequence of stages of formation of financial strategy is presented. It is proved that the financial strategy is the guiding vector of management of enterprise and its production-economic activity in the contemporary globalized, dynamic, and competitive market environment. The mechanism of diagnostics of the financial strategy of enterprise is proposed on the basis of results of an analysis of efficient resource potential management and an assessment of financial status of 21 enterprises in the hotel industry from 10 regions of Ukraine and the city of Kyiv. In order to determine the rehabilitation ability of enterprise in the hotel industry, the Franchon – Romane matrix of financial strategy has been built. The proposed mechanism for diagnostics of the financial strategy of hotel enterprises will provide to integrated assessing of the financial stability of enterprise and the depth of financial crisis, taking into consideration the objectives of functioning and the results of activity according to the following key parameters: liquidity, financial stability, and profitability