Научно-методический журнал спецвыпуск №1 2021

сти в стране. Определено, что страховая компания имеет высокую доходность и достаточно низкую рискован-
ность, в настоящее время страховая компания ЧАО АСК «ИНГО Украина» не имеет больших угроз со стороны 
новых конкурентов.
In the current conditions of general economic and 
political instability in Ukraine and the further development 
of integration processes, the domestic economy in general 
and the insurance market in particular are affected by a 
large number of external and internal threats. That is why 
such concepts as financial security of the state and financial 
security of the insurance market are becoming increasingly 
important.
The financial security of the insurance market, which 
significantly affects the socio-economic stability of society, 
is one of the problems directly related to the financial 
security of the country. The importance of the problem 
of financial security of the insurance market is due to a 
number of factors: without the effective functioning of 
this market it is impossible to create an effective system of 
protection of citizens, entrepreneurs, businesses, the state 
and maintain social stability, the insurance market is also 
considered [7].
The insurance market contributes to the solution of 
many problems in the field of protection of economic 
entities of the state and therefore the formation of a 
perfect, financially stable and safe insurance market in 
Ukraine is one of the priority tasks of the authorities.
Figure 1.
SWOT-analysis in the process of forming the marketing strategy of the insurance company
The financial security of the insurance market is 
determined by a number of indicators — indicators of 
financial security, and also depends on many objective and 
subjective, internal and external factors and is determined 
by financial performance and efficiency [2].
The most common method of assessing the 
environment is SWOT-analysis — a tool of strategic 
analysis, the essence of which is to establish links between 
the most characteristic opportunities for the insurance 
company, threats, strengths (weaknesses) and weaknesses, 
the results of which can be used to formulate and select 
strategies [6, p. 112].
SWOT-analysis is aimed at determining the overall 
strategy of enterprise and industry development, 
taking into account the impact of external and internal 
environment at the same time (Fig. 1).
The combination of the impact of negative and positive 
factors on the activities of the insurance company (threats 
and opportunities) is a strategic balance. In addition, the 
greatest threats arise when the negative development 
of the situation in the environment is imposed on the 
weaknesses of the insurance company; opportunities are 
situations in the external environment, a positive process 
Strategic
balance
SWОТ-analysis
Strategic analysis of the 
internal environment
Insurance Company
Strengths
Weak sides
Strategies for shaping the 
environment
Strategic analysis of the 
environment
Market
Opportunities
Threats
Strategies for adaptation 
to the environment
Marketing strategy

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