student from 01.01.2022 to 01.01.2026
This research article examines the process of analyzing and evaluating a company's investment attractiveness as a key factor for successful business operations in modern economic conditions. Tracing the evolution of the "investment attractiveness" concept from its theoretical foundations to its contemporary understanding, it pays particular attention to the adaptation of classical and modern assessment methodologies in the works of leading Russian and foreign economists. The practice-oriented section of the paper analyzes the impact of Russia's investment climate on the company's activities, provides a comprehensive assessment of the operational and financial performance of PJSC "Whoosh" - a leader in the Russian kick-sharing market, and identifies its strengths and weaknesses using the BCG and McKinsey matrices. Based on the calculated financial ratios presented in the Appendix, a detailed analysis of profitability, liquidity, business activity and financial stability of the company is carried out. Key factors forming the company's high investment attractiveness include sustainable revenue growth, high profitability, leading market positions, and innovative potential. The final section of the article outlines promising directions for enhancing the company's investment attractiveness, including optimization of the debt burden, expansion into the CIS countries, development of partnerships with marketplaces, and increased efforts to attract government grants. The final conclusion is a verified thesis that, despite existing macroeconomic challenges, PJSC "Whoosh" demonstrates stable performance and significant potential for further growth, confirming its high investment attractiveness.
investment attractiveness, factors of investment attractiveness, assessment methods, financial analysis, PJSC "Whoosh", kick-sharing, BCG matrix, financial stability
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