Mekhanizm formuvannya ta vyboru stratehichnykh tsiley torhovel'noyi merezhi na pidstavi analizu yiyi zovnishn'oho stratehichnoho potentsialu

The vagueness of mechanism of establishment and choice of strategic aims in economic literature stipulated the research of the stages of forming and choice of external strategic aims on the enterprises of retail business food stuffs. Research was conducted with the help of method of questionnaires of top-managers of trade networks in relation to forming and choice of strategic aims. The conducted research had showed that quality of grounding, forming and choice of strategic aims on the probed enterprises is required by improvements. Such situation can be explained absence of active and effective mechanism of forming and choice of strategic aims of trade enterprise, based on an account at establishment of aims of external strategic potential of enterprise. For the decision of problem the mechanism of forming and choice of strategic aims of trade enterprise is offered on the basis of analysis of external strategic potential, which includes a purpose, tasks, requirements, principles, functions, stages, methods.