Creating Potential of a Telecommunication Enterprise and its Efficiency of Use

The purpose of the article consists in researching the theoretical foundations and practical aspects of formation, diagnosis and efficiency of using the development potential of the telecommunications enterprise «Kyivstar» PJSC and determining the main directions of its improvement. Research methodology. In the process of analysis, a number of scientific research methods were used, in particular such general scientific methods as analysis and synthesis, methods of deduction and induction, systematization and abstraction, as well as specific scientific methods: economic and mathematical analysis, dynamic and comparative analysis, methods of planning, forecasting and modeling . The principles of formation of the potential of a telecommunications enterprise, the role of PJSC «Kyivstar» in the domestic telecommunications market are revealed, the methodology of analysis of the formation of the enterprise’s potential and the efficiency of its use is given, and ways of its improvement are proposed. The scientific novelty of the conducted research consists in identifying and systematizing the main indicators of the efficiency of the development of the enterprise’s potential, which made it possible to evaluate the enterprise at the time of the analysis and to propose ways to increase the efficiency of the use of the potential, and therefore, the activity of PrJSC «Kyivstar» in general. Conclusions. “Kyivstar” PJSC is characterized by: fairly stable level of economic condition, property potential, financial stability and liquidity, high level of business activity and profitability indicators. The company needs to constantly diagnose the current situation and find niches to ensure the development of the company in the highly competitive market of telecommunications services. On the basis of the conducted research, it is proposed to develop the potential of Kyivstar Public Enterprise in certain directions, which will make it possible to achieve an increase in the volume of implementation of mobile communication services by the enterprise, accordingly to improve the financial results of the company’s activities, to increase indicators. Key words: telecommunication enterprises, formation of potential, structure of the potential of a telecommunication enterprise, evaluation indicators, ways of improvement.