External Environment As A Factor Of Ensuring The .

ervicesUnique medical equipmentAdaptation of new technologiesimprovement of new types of servicesTotal capabilities:ThreatsImperfect and complex tax system leading to theestablishment of high prices and the washing outof the company's current assetsChange of the art. 248.1 of the Tax Code of theRussian Federation of the organization(cancellation of the 0% tax rate)Inflation - 4.1% (as of April 0.12550.6250.12550.6250.07530.225Total threats:Total estimate:1.4751.040Table 4. Matrix of decisions because of SWOT-analysis of the MC of MagnitogorskInternalstrengths (S):S1. wide rangeofmedicalservicesApplication ofmodernandhigh-qualitydiagnosticequipmentS3. establishedtraditionofhigh qualityservicesExternal capabilities (O):O1. increase the role of Researchand Advanced Development in thestrategy of development ofcompetitive advantages of cesprovided, as well as the creation ofnew diagnostic programs forvarious diseases using uniqueequipmentO2. increasing the quality andaccessibility of services for thepopulation of specific regionsS1, O1. To bring to market a newservice with new consumerpropertiesS1, 3, O2. The analysis of theprices, training and stimulation ofthe personnel (requalification)S2, O1. Stimulation of personnel,promotions, advertisingS2, O2. Enter into agreementswith prevention and treatmentfacility (work on CompulsoryHealth Insurance , with insurancecompanies (Compulsory HealthInsurance and Voluntary MedicalExternal threats (T):T1. decrease of profitability of themain business process due tochanges in customs procedures forthe import of equipment andreagentsT2. The appearance of strongcompetitors in the marketS1, T1. Search for new suppliersS1, T2. Analysis of prices, developa program to capture free niches byadvertising quality of servicesS2, T2. Analysis of prices, stocks,programsS3, T1. Find substitute servicesS3, T2. Personnel training, actionsS4, 5, T2. Strengthening its positionthrough active advertising andpropagandaS5, T2. The emphasis in advertisingon the company's impeccablereputation

External Environment as a Factor of Ensuring the Competitiveness of Organizations in theRegional Market of Medical Services318S4. high levelofqualitycontrolS5. marketing,the company'sfame on themarketS6.highmarket shareInternalweaknesses(W):W1. costs onthe serviceW2. technicallevel of therepair serviceW3. lack ofcommunicationbetweentheservices rangeof the MC andchangesinconsumerpreferencesW4. the lack ofregularinformationabouttheresults of theirworkInsurance)S4, O2. Enhancing quality controlS5, O1, 2. Development of aprogram to capture free niches ofthe market due to advertisingquality of servicesS6, O2. Presentations, concludeagreements with medical andpreventive institutionsW1, O1. Cost savingW2, O1. Make an emphasis inadvertising on the quality ofservices, promotions (shorteningthe time of surveys)W3, O1. Analysis of consumerpreferencesW3, O2. Presentations in theregions, analysis of preferencesW4, O1. Personnel trainingS6, T2. Improving the customerservice system, increasing thequality of services, market analysisW1, T1. Cost saving, controlW1, T2.The emphasis inadvertising on the quality ofservicesandanimpeccablereputationW3, T1. Analysis of consumerpreferences, attractW3, T2. Analysis of prices andpreferences, actions, programs,attract consumersW4, T1. Staff incentive (motivation)W4, T2. Personnel training,requalification, testingSo, the application of the PEST-analysis method helps the researched MC ofMagnitogorsk to identify macro-environment factors that have a significant impacton their stable development: The following factors have the most positive effect on the activities of theMC: ( 9): preferences of ultimate consumers of services; unique medical equipment,modern equipment; adaptation of new technologies (highly qualified trainedpersonnel, remote communication with doctors of Chelyabinsk, Ufa, new methodsof service (online recording); Maximum threats to the organization's activities (-9) are related to political,legal and economic factors: imperfect and complex tax system; change art. 284.1 ofthe Tax Code of the Russian Federation of the organization (cancellation of the taxrate 0%).Capabilities from the external environment based on the results of PEST-analysis,

N.V. Kuznetsova, L.M. Rahimova, V.M. Gafurova, D.B. Simakov, E.G. Zinovyeva, L.A.Ivanova319which the organization can gain for itself, average (windowed estimate 2.775points), threats from the external environment are minimal (1.475 points).Considering the maximum estimate of 5 points, we believe that the MCs underinvestigation can effectively withstand external threats and take advantage ofcapabilities from the external environment. Based on the SWOT-analysis matrixdata, the following conclusions can be drawn.Strengths of the work of medical centers that have the most positive impact on theresults of work are a wide range of medical services, the availability of modern andhigh-quality diagnostic equipment, the high quality of diagnostics and serviceprovision, a high level of quality control of diagnostics and services provision in theorganization's management structure.The weak sides of the MC work, which have the maximum negative impact on theresults of work, are the costs for the service, the technical level of the repair service,the lack of

adapt in a changing external environment, responding to direct changes in market external environment factors and maintaining a stable position on it is largely related and determines the level of competitiveness of these enterprises. Melecke (2013) notes that the study of external environmental factors in the context of