Analytical Indicators of the Assessment of Financial Powers of the Company as a Key Factor for Improving Business in Turbulent Market Conditions during Covid-19

Abstract

Operating according to market principles, companies under the influence of the dynamics of global change are continuously exposed to their adaptation, to provide an adequate platform for better affirmation in turbulent markets. The adaptation of companies to the dynamics of global changes is caused by their special features in the economy of the company itself. In such circumstances, every company is obliged to find an adequate management concept in order to adapt to new and upcoming changes. Today, in turbulent market conditions and under the influence of COVID-19, there is less time to make adequate business decisions and it is increasingly difficult to provide conditions for the implementation of strategic and operational goals of the company. To achieve a synergistic effect of coordination and integration of business management systems, which would certainly reflect on the improvement of the company's operations in turbulent market conditions and in the conditions of COVID-19 operations, the company should have good financial power. If the financial power of the company is not satisfactory, it will significantly affect the profit position of the company. Therefore, the essence of the research in the article is located on the assessment of the financial strength of a particular company with the use of adequate analytical indicators, to see how secure the company is under business conditions to improve the business process and increase return on investment.