Abstract
The importance of a company’s financial potential lies in the fact that it should be considered as a hidden internal reserve. Financial resources are a reserve created by the financial system of the enterprise and providing inertia of selfdevelopment, self-preservation and development of stability of the financial system of the enterprise. The research is based on the analysis and evaluation of specialized literature and scientific publications on financial indicators of economic activity and their role in assessing the effectiveness of the enterprise. The financial stability of the company means that the financial flows of the company are stable and that the company has money to support the business for a certain period of time, as well as to cover loans and losses available for the production of the company’s products and services The indicators of the effective activity of the company and its solvency are important. Various methods were used to analyze the process under consideration: the assessment of financial potential, including methods of analysis of financial indicators and the dynamics of their changes. Traditional and mathematical methods of financial assessment, including comparison, clustering and methods of application of absolute, average and relative indicators, as well as methods of generalization and clustering of financial indicators of the company using analytical tables. The results will be presented to enterprises and analysts to assess the financial condition of the company as an aid to making effective management decisions aimed at increasing competitiveness and achieving target industry positions