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Marketing research at an enterprise is carried out by marketing units in order to determine a possible increase in the marketing activity of the enterprise. To identify the strengths and weaknesses of the sales management of the enterprise, the SWOT-analysis method was applied. A matrix of SWOT analysis of company’s sales activity was built, which forms squares in the form of a combination of the following factors: “Strengths-Opportunities” (SO), “Strengths-Threats” (ST), “Weaknesses-Possibilities” (WO), “Weaknesses-Threats” (WT). The most significant intersections of the SWOT matrix factors of the analysis were analyzed, and it was proposed to use four types of strategies on their basis. To formalize cause-and-effect relations Ishikawa diagram was used.

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This article discusses the theoretical aspects of evaluating personnel performance indicators in the development of the digital economy. Eight procedures were identified for a comprehensive assessment of staff performance. A mathematical apparatus was built for assess normative or average values of performing job duties, determine many specialties, assess the level of education, evaluate the levels of enterprise management, describe many posts, describe the correspondence and interchangeability of posts, evaluate additional characteristics of employees and describe many additional tasks and their characteristics. Allocated linguistic variables characteristics of employees. The structural model of data mining in HR process management was built. Highlighted the membership function of the input linguistic variables of the staff and conducted a description of linguistic variables.

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