Determination of the strategy of development of a modern enterprise (on the example of sphere of fitness industry)

In this article, the theoretical and methodological foundations for determining the development strategy of a modern enterprise in the field of fitness industry are studied. Author studied terminological aspects of the topic of the article, given the author's definition of the concept of strategy. Reference points for strategic development of the enterprise are designated, the scheme of elements of strategy of development of the enterprise is made. Particular attention is paid to the strategic goal-setting and resource potential of the organization as part of the strategy planning. The conclusion was made that the algorithm of planning and implementation of the fitness club development strategy should include the stage of reassessment of the reliability of the chosen strategic way of the organization's development, based on the results of the analysis of the external and internal environment, the key objectives of the future strategy, and the sufficiency of resources. With this approach, the organization is less exposed to the risk of unrealization of the chosen strategy, as well as the loss of financial and competitive advantages in the market of the fitness industry.