Approaches to the assessment and analysis of the market potential of food industry enterprises

The article substantiates the need for possession of methodological tools for assessing the potential of the enterprise in making effective strategic decisions. To assess and analyze the market potential of an enterprise, it is proposed to use resourceful and effective approaches, while distinguishing structural components and considering them through the prism of resources that are the basis for the functioning of a particular type of potential and the results that the enterprise receives (or is expected to receive) from the use of resources. The system of resource and effective indicators for the estimation of production, consumer and innovation-investment potential of food industry enterprises is offered. The formulated indicators system is an information base for calculating the integral index of market potential of the enterprise