GAP-ANALYSIS AS EFFECTIVE INSTRUMENT FOR STRATEGIC SPREADS’ EVALUATION: ESSENCE AND METHODOLOGY

Abstract

Summary. The concept and essence of GAP-analysis are examined in the article. General recommendations are laid out in the relation to the method of the use of GAP-analysis for the exposure of divergences between strategic aims and market possibilities. The stages of GAP-analysis application are analyzed in the process of strategic planning. Methodical approaches that is used for determination the tactical and desirable indexes expected, as basis for determination of strategic and operating spreads are described. All business process that workers of the organization constantly carry out for com - modity or service creation is begun with forming the aims and ends with their achievement. However, there is a problem of disparity between the real possibilities of the enterprise and desirable aims that can be attained. The set of certain methods of business processes improvement allows educing, to analyze and improve existent processes in the organization for better achievement of organization’s aims. It is suggested to consider one of the possible methodical approaches to the analysis of strategic disparities by market possibilities and strategic company’s aims with the use of extrapolation trend’s methods and method of expert estimations and recommendations on the basis of the research’s results for the process of bridging spreads that interfere enterprise to work more productive. The special attention is paid to providing of exactness, reliability and typicality of given GAP-analysis results of the size of strategic and operational spread. For this it is envisaged to use the coefficients of determination and variation for authenticity evaluation of expected and tactical indexes. The analysis of existent methods of estimation of the enterprise’s strategic possibilities shows that none of given methods fully dissatisfies the requirements of modern terms of the Ukrainian enterprise, as it does not take into account the aspect of enterprise’s cooperation with market environment. The search of correct administrative decisions of best methods’ acceptance for the enterprise requires complex approach that envisages the use of various evaluation methods and methods of analysis.