Monitoring and assessment of the influence of macroeconomic factors on the activities of aviation enterprises in competitive markets

Abstract

The paper determines that the influence of macroeconomic factors on the activity of aviation enterprises significantly changes its effective functioning in competitive markets. In the context of reducing the negative impact of macroeconomic factors on the airline industry, the author formed a system of the main factors of macroeconomic influence on the functioning of aviation enterprise and determined the favorable and unfavorable consequences of such influence. Monitoring and assessment of the external environment is one of the key tools that characterizes a set of factors that have a positive impact on the activity of an airline company, or strategic alternatives that, under certain conditions of the relevant competitive market, an airline company can use to implement strategic goals and objectives. Accordingly, external threats include a set of factors that usually have a negative impact on the functioning of an airline company, any phenomena or processes that hinder the advancement of an airline company in the direction of realizing its strategic goals. Political factors characterize the general power and institutional contexts of the macro-environment and, as an indirect regulator, reflect the possibility of access to the aviation enterprise's strategic resources, including financial ones. The indirect influence of the economic factor is carried out through the prism of the state mechanism for the distribution of relevant resources and the tax system, which, in turn, is of the greatest importance in regulating the effectiveness of the chosen business model of the aviation enterprise. The identification and study of social factors makes it possible to predict the directions of development of purchasing preferences and fluctuations in demand for aviation enterprises. At the same time, the impact of the technological factor is evaluated through the lens of identifying key trends in the development of industry technologies and innovations, which often become the causes of market changes and losses, as well as the appearance of new products. The main macroeconomic factors influencing the activity of aviation enterprises in Ukraine were identified and identified, and an in-depth analysis was carried out using the well-known PEST method.