A large number of domestic and foreign manufacturers in the market and, as a consequence, a high degree of intensity of competition, raise the question of improvement of the activity of the company and strategic directions of its development especially sharply. It leads to the need for determining the prospects of the enterprise in the market. The article examines approaches to the definition of "prospects for the company"; the author´s definition of the term is formulated; the factors that determine the best position of the enterprise in the market are examined; the prospects of the company in the market in key areas of its activity are characterized; some of the features of the definition and implementation of prospects in a market are described.
prospects of the company, factors determining the prospects, target
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