ANALYSIS AND FORECAST OF THE COMPANY'S VALUE

The role of strategic analysis in the process of enterprise valuation has a great significance by determination of total profit potential. Profit potential consists of internal and external potential. External potential is expressed by opportunities and risks arising from the business environment, to which the enterprise has to face. Internal potential of the enterprise is the ability to make benefit of opportunities and to resist risks arising from the external environment. The characteristic features of internal potential of the enterprise are its strengths and weaknesses. Similarly, the analysis of competitors of valuated enterprise provides a new point of view to the analysis of internal potential.