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The article substantiates the importance of implementing the PEST and SWOT analysis methods for prospective forecasting. The study defines the theoretical and methodological principles of applying the PESTEL and SWOT strategic analysis methods in the system of predictive analytics of the economic development of the enterprise. It is substantiated that the traditional use of PEST and SWOT as tools for qualitative assessment of the environment needs to be supplemented with quantitative methods to increase the objectivity of strategic choice. A model for transforming the results of the PESTEL analysis into a SWOT matrix with subsequent mathematization of factors through the weighted evaluation method, which is implemented within the framework of the integral indicators IFE and EFE. A vector model of the strategic positioning of the enterprise in the Cartesian coordinate plane (X; Y) has been developed, where X reflects the balance of strengths and weaknesses, and Y - the balance of opportunities and threats. This approach allows you to determine the type of strategic behavior (aggressive, competitive, adaptive or defensive) depending on the results of the integral assessment. It is proven that the combination of SWOT and PESTEL with scenario forecasting forms the basis for the development of alternative enterprise development strategies. The practical testing of the methodology was carried out on the example of PrJSC "Vodafone Ukraine". The quantitative PESTEL analysis conducted showed the high-risk nature of the external environment in 2024–2025 with the prevalence of negative political, economic and legal factors. At the same time, significant growth potential was identified due to digitalization, the development of 4G+/5G, IoT and Big Data services. Based on the results obtained, an algorithm for assessing the prospects of economic development was formed and a set of advisory solutions was proposed aimed at increasing the competitiveness, financial stability and innovative activity of the company by 2030. The proposed algorithm clearly demonstrates the logic of the relationship between market trend indicators, the state of the external environment of the company's operation, the process of implementing the results of PEST analysis in SWOT with subsequent assessment of the probability of risk occurrence and their level, as well as the calculation of alternative strategies for the company's development. The proposed approach allows you to integrate qualitative strategic analysis with modern tools of predictive analytics, ensuring increased validity of management decisions in conditions of high uncertainty of the external environment.