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SWOT- PEST- ,
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4.1.
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4.2.
4.2.1.
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PEST- , .
STEP-
SWOT-.
SWOT- .
SWOT.
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4.2.2.
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()
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: BCG.

GE. .
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McKinsey .
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McKinsey
4.3.
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4.3.1. , .
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4.3.2.
Value Chain. - .
4.3.3. - .
- .
4.3.4. .
4.3.5. : .
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4.3.6. SNW- .
4.3.7. .
4.3.8. .
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4.4.
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: .
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.: .
: ; .
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4.1. ___________________________________

___________________________________













___________________________________

___________________________________
PEST- + + +

SWOT- + + +
___________________________________
+ + + + +

+ + + ___________________________________
+ + + + +
+ + + +
___________________________________
+ + +

+ + +

+ + + + +

___________________________________

___________________________________
:
___________________________________
, ;
, ___________________________________
;
; ___________________________________
;
(
);
___________________________________
;
,
___________________________________
;

___________________________________

___________________________________
SWOT- ___________________________________
Value Chain . (
) ___________________________________

___________________________________

___________________________________
___________________________________

3


___________________________________

___________________________________

? ___________________________________
PEST- 10,1%

5,1%
___________________________________
GAP- 2,6% ___________________________________
SWOT- 47,6%
___________________________________
Ansoff 2,5%

BCG 9,6%
___________________________________
, 13,0%

, 9,5%

___________________________________
4.2.
___________________________________
 ___________________________________


___________________________________
 ___________________________________

___________________________________
___________________________________

___________________________________
4.2.1.
___________________________________
:
, ___________________________________

;

___________________________________
;
___________________________________
;
___________________________________

.
___________________________________
: PEST-.

4
PEST- , ___________________________________

___________________________________
P

1. 1. ___________________________________
(, , )
2. 2.
3. 3. ___________________________________

4.

4. ___________________________________
5. 5.

6. 6.

___________________________________

N


___________________________________
N+1 1: M+1 C 1:
N+2 2: +2 C 2:

PEST- , ___________________________________

___________________________________
S

1. 1. ___________________________________

2. 2.
3. , , 3. ___________________________________
4. 4.
5. 5.
___________________________________
6. 6. ,

___________________________________
7.


+1 C 1:
___________________________________
+1 1: +2 C 2:
+2 2:

___________________________________
STEP-
___________________________________
?
: ___________________________________

___________________________________

, ___________________________________

___________________________________
?
___________________________________
;
;

5
___________________________________
SWOT-
___________________________________
SWOT-:

. ___________________________________
SWOT-:
1. .
___________________________________
2. (
). ___________________________________
3. ,

( ). ___________________________________
4. ,
, , . ___________________________________
SWOT-: .

___________________________________
SWOT-
___________________________________
SWOT ___________________________________


___________________________________


___________________________________
___________________________________

___________________________________

___________________________________
SWOT
___________________________________

1 1
___________________________________
2 2
3 3
___________________________________

1

___________________________________
2

3
___________________________________

1
2
___________________________________

3

6
___________________________________

___________________________________
___________________________________

___________________________________

___________________________________
( )

___________________________________

___________________________________

___________________________________

___________________________________

___________________________________
___________________________________
___________________________________

___________________________________
___________________________________

___________________________________

___________________________________

___________________________________

___________________________________

___________________________________
()
___________________________________

___________________________________

7
___________________________________

___________________________________
, , ,
___________________________________

___________________________________

() ___________________________________
()

___________________________________
, ,
___________________________________

___________________________________

___________________________________

___________________________________
___________________________________

___________________________________
___________________________________

___________________________________

___________________________________

___________________________________

,

___________________________________

( ___________________________________
)

___________________________________


___________________________________
(
, ,
) ___________________________________

8
___________________________________
4.2.2.
___________________________________
,
,
___________________________________


___________________________________

___________________________________

5-
/
___________________________________

___________________________________

BCG

MCKinsey

___________________________________

___________________________________

;
, ;
___________________________________
,
; ___________________________________

; ___________________________________
;
___________________________________
;
, ___________________________________
;

.

___________________________________

___________________________________

( ) ___________________________________
,
___________________________________

( ) ___________________________________
,
___________________________________
-


___________________________________


9
___________________________________

___________________________________
/

0,10 8 (0,80) 5 (0,50) 9 (0,90) 6 (0,60)


___________________________________
/ 0,10 8 (0,80) 7 (0,70) 10 (1,00) 6 (0,60) ___________________________________
0,05 8 (0,40) 5 (0,25) 5 (0,25) 4 (0,20)

- 0,05 9 (0,45) 7 (0,35) 10 (0,50) 6 (0,30)


___________________________________

0,05 9 (0,45) 7 (0,35) 9 (0,45) 6 (0,30)


___________________________________
0,10 5 (0,50) 4 (0,40) 7 (0,70) 4 (0,40)

0,25 5 (1,25) 9 (2,25) 7 (1,75) 4 (1,00)


___________________________________

___________________________________
)
___________________________________
,
: ___________________________________
___________________________________
-
( ,
,
___________________________________
)
___________________________________
(
, ___________________________________
,
,
)

: ___________________________________


___________________________________
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___________________________________
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___________________________________
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,










___________________________________



___________________________________
,

10
___________________________________

___________________________________
___________________________________

___________________________________


___________________________________



___________________________________

___________________________________
,

___________________________________

___________________________________

___________________________________

___________________________________

___________________________________


___________________________________

___________________________________

___________________________________

___________________________________
,
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___________________________________
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___________________________________

.
___________________________________
-
, .
___________________________________
,
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?
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___________________________________

___________________________________

- ___________________________________

___________________________________
___________________________________
___________________________________
___________________________________

___________________________________
)
___________________________________

:
___________________________________
( ___________________________________
BCG);
___________________________________

;
___________________________________
___________________________________
.

___________________________________
: BCG
___________________________________
,
:
___________________________________
(
; ). ___________________________________
.
___________________________________
, .

.
___________________________________
,
___________________________________
:
.

12
___________________________________

___________________________________
:
BCG ___________________________________
___________________________________
%
___________________________________

___________________________________




___________________________________

___________________________________

___________________________________
:
BCG ___________________________________
___________________________________
10 0.1


___________________________________


___________________________________

___________________________________




GE. ___________________________________



___________________________________




___________________________________


___________________________________


/
___________________________________


( )

___________________________________

, ,


___________________________________

13
___________________________________


___________________________________

. (
)

___________________________________


( )


( )
___________________________________


()
___________________________________

()

(
)
___________________________________

___________________________________

()

___________________________________

___________________________________


___________________________________



___________________________________


___________________________________
D
F
___________________________________
E G


H
___________________________________
/

___________________________________
McKinsey

GE/McKinsey
___________________________________
___________________________________
GE/McKinsey


2

1 1 ___________________________________
2

___________________________________

3
1 3



___________________________________


3 2

1
___________________________________


2

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___________________________________

___________________________________

___________________________________

___________________________________


___________________________________


___________________________________

___________________________________

___________________________________
McKinsey
___________________________________
Y

1 2 1 ___________________________________

2
___________________________________
3 1

___________________________________
3 2 3
___________________________________

100 0 ___________________________________



___________________________________
4.3.
___________________________________

( ___________________________________
)
___________________________________
( ,
).

___________________________________
.
___________________________________
.
.
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___________________________________
.

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___________________________________

___________________________________

: ___________________________________
:
, 1.


2.
.
___________________________________

Value Chain . (
-

). ___________________________________
3.

(
)
4.
___________________________________



,

___________________________________



.

4.3.1. , ___________________________________

___________________________________
,
- , ___________________________________
,

. ___________________________________
: ___________________________________

;
; ___________________________________

;
;
___________________________________

___________________________________

___________________________________
, :
___________________________________
,
; ___________________________________
, , ___________________________________
;
___________________________________

___________________________________

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___________________________________

___________________________________
___________________________________

___________________________________
___________________________________
___________________________________
___________________________________
-

___________________________________

___________________________________
( )
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.
___________________________________
:
,

___________________________________
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:
,
___________________________________
,
,
.

___________________________________
4.3.2.
___________________________________


.
___________________________________

, ___________________________________
( ).

:
___________________________________
.
___________________________________

.

___________________________________
.
,

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Value Chain ___________________________________
-
___________________________________
- - - - -


-

-
-


-


-
-

-
___________________________________
- - -
- -
___________________________________


___________________________________
- - - -
- -
,
- -


,

-

-


___________________________________


___________________________________


( )

-

___________________________________
4.3.3. -
:
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,
___________________________________


. . ___________________________________

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- ___________________________________

___________________________________
___________________________________
___________________________________
___________________________________
___________________________________
___________________________________

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___________________________________
4.3.4.
___________________________________
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,
___________________________________
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,
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,
___________________________________
,
.
.

___________________________________




( .. )
___________________________________

.



4.3.5. : ___________________________________

___________________________________

___________________________________
-
___________________________________
()
(B)

___________________________________

-



___________________________________
()
(D) ___________________________________

: ___________________________________


___________________________________
()
40 ___________________________________
30
___________________________________
20

10
___________________________________

()
40 30 20 10 10 20 30 40
()
___________________________________
10

20
___________________________________
30 -
40 -

19
___________________________________

___________________________________
___________________________________
___________________________________
___________________________________
___________________________________
___________________________________

___________________________________
4.3.6. SNW-


___________________________________
S () N () W ()
1.
2. -
___________________________________
3.
4. , ..

___________________________________

___________________________________


5. ( ) ___________________________________
6. ( )
7. ( ), .

___________________________________

8.
9.
10.

___________________________________
4.3.7.

___________________________________



5
1 ___________________________________

5 4
2
5

3
3 4
3 ___________________________________
2
3 4

2
2
5 ___________________________________
5

1
1

4

1
5
2

4
1

6
2
1


1

___________________________________
1
2

1 1
7
2
3

2
4

2

4

8
5


___________________________________
5

3 3



4 4 9
5
10
5




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___________________________________
4.3.8.
___________________________________

___________________________________
(. Benchmarking)
,
,
___________________________________
, ,
___________________________________
.
: ___________________________________


___________________________________

-

___________________________________

___________________________________
.

, ___________________________________
,
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, ___________________________________
, .

, ___________________________________
,
. ___________________________________
.

___________________________________
:
___________________________________
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___________________________________
?

?
___________________________________

21
___________________________________

___________________________________
/
___________________________________
- / -
___________________________________
/
/
___________________________________
/ () ___________________________________
___________________________________

___________________________________
4.4.
___________________________________
1. () :
. ___________________________________
2. : , .
___________________________________
3. :
() ___________________________________
, ,
.
.
___________________________________
4. ___________________________________

___________________________________

___________________________________

___________________________________
?
?
?
___________________________________

___________________________________







___________________________________

- /
- ___________________________________

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: ___________________________________

___________________________________
___________________________________


___________________________________



___________________________________



___________________________________









___________________________________

___________________________________
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___________________________________
,
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,
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.
___________________________________




___________________________________



___________________________________


___________________________________

___________________________________


___________________________________

Cost-leadership

___________________________________

() ,

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,



___________________________________

23

___________________________________
___________________________________
___________________________________

. ___________________________________

___________________________________

___________________________________
?! ( )
___________________________________

___________________________________
:
___________________________________
___________________________________


___________________________________


___________________________________

___________________________________

___________________________________

: ___________________________________


___________________________________
1. 1. ___________________________________
2. .
2.

3.

___________________________________
3.
4. ___________________________________
1.

___________________________________
1.
2.
2. ___________________________________
3. 3.
4.

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___________________________________

___________________________________

___________________________________

, , ___________________________________

___________________________________
___________________________________
___________________________________

___________________________________

___________________________________
___________________________________



___________________________________


___________________________________

___________________________________

___________________________________

___________________________________

___________________________________
___________________________________

___________________________________


___________________________________

___________________________________
,
___________________________________

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SWOT
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SWOT
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SWOT ,
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, ,
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SWOT
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26

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PEST- (Policy),
(Economy), (Society) (Technology)
, .

SWOT- ,
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(Strengths and
Weaknesses), (Opportunities)
(Threats), . .
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