Научно-методический журнал спецвыпуск №1 2021

1/2021
243
 
 
Based on the analysis, we establish links between 
opportunities and threats to the environment and the 
strengths and weaknesses of the enterprise. To do this, fill 
in the SWOT matrix (Fig. 4). 
Therefore, PJSC JSIC «INGO Ukraine» adheres to 
leadership positions, which requires appropriate measures 
that will help maintain a leading position in the market. 
In general, concluding the analysis, we can conclude that 
currently the insurance company PJSC JSIC «INGO Ukraine» 
is not a big threat from new competitors.
The use of SWOT-analysis is always appropriate 
when assessing the current state of economic security 
of the insurance company and helps to identify 
potential threats. When using SWOT analysis in the 
process of determining the level and threats to the 
economic security of the company, it should be 
remembered that the greatest threats arise when the 
negative development of the situation in the external 
environment is imposed on the weaknesses of the 
mechanism of economic security of the insurance 
company. The most favorable conditions for ensuring 
the economic security of the company occur in the 
presence of favorable environmental factors and the 
strengths of the security mechanism itself.
As a result of the SWOT-analysis, structured information 
is created within a single SWOT-model. SWOT-analysis in all 
its modifications is the most convenient and reliable tool 
for strategic planning. This analysis allows the managers of 
the insurance company to choose the best way to develop 
it, avoid possible threats and risks, make the most of the 
available resources of the insurance company, which in 
turn will ensure the economic security of the insurer at a 
high level.
References
1. Arkhipov, A. Establishment and development of 
insurance supervision in Russia and Ukraine: retrospective 
review / A. Arkhipov, V. Trynchuk // Insurance Markets and 
Companies. — 2017. — № 8 (1). — Р. 48—58.
Opportunities
Threats
1. Population (+9)
2. Innovative potential of the industry (+6)
3. Geographical location (+6)
4. The cost of work being implemented (+6)
5. People’s attitude to work (+6)
1. Inflation rate (-9)
2. Changes in the structure of consumer 
consumption (—6)
3. The pace of technological change (—6)
4. Industry competitors that provide similar 
insurance services and sell them in the same 
market (—9)
Strengths
1. Products (services) provided by the 
insurance company (+9)
2. Market share (+6)
3. Advertising quality (+6)
4. Management staff (+6)
•
conquest of new market segments and 
expansion of shares of existing markets, access 
to new markets through quality advertising;
•
introduction of an effective management 
system to ensure innovative development.
•
introduction of a loyal system of discounts and 
approval of positions in existing markets;
•
change of the advertising campaign to expand 
the range of insurance services taking into account 
technological changes.
Weak sides
1. Return on capital (—6)
2. Working capital (—6)
3. Personnel policy (—6)
•
providing a sufficient number of service 
personnel;
•
the growth rate of assets exceeds the growth 
rate of sales of insurance products;
•
unbalanced cash assets with current 
liabilities (coverage deficit);
•
non-compliance with the solvency ratio.
•
conducting advanced training courses to meet 
the new needs of consumers;
•
the use of redistributed working capital to control 
technological change.