Assessment of strategic potential as a stage of choosing an organization’s development strategy

In modern conditions, issues of monitoring the state of an economic entity, assessing and analyzing the efficiency of resource use, adapting to the external environment, and maintaining sustainable competitive advantages are relevant and significant. In conditions of environmental instability, the ability of an organization to survive, ensure sustainable functioning, make operational management decisions, and achieve long-term goals largely depend on the state of its strategic potential. The purpose of the study is to develop an approach to assessing the strategic potential of an organization to select a development strategy. The research methods are: comparative analysis, statistical analysis, and the method of rating the organization’s competitiveness. The result of the research is the development of an approach to assessing the strategic potential, allowing for its comprehensive analysis, justification of the choice of the company’s development strategy.