THE ESSENCE AND CONTENT OF STRATEGIC ANALYSIS OF THE ENTERPRISE

Анотація

The article analyzes the essence and significance of strategic analysis of an enterprise's activities. It is worth noting that, according to researchers, strategic analysis is the initial stage of development of any strategy and a tool for collecting, analyzing and evaluating a database of internal and external environment in order to identify positive and negative factors and ways to achieve strategic goals and directions of development of the industry. Attention is paid to defining the content of strategic analysis. It is noted that strategic analysis is a starting point for developing a company's strategy and is based on research and evaluation of the internal and external environment. The article provides basic questions illustrating the relationship between the analysis of the environment and its conclusions. In addition, the key issues of strategic analysis of the macro- and micro-environment of an enterprise are identified. Strategic analysis as a function of strategic management forms a set of alternatives for decision-making. Based on the analysis of these tasks, the article provides a scheme of logical transition from the analysis of the micro- and macro-environment of an enterprise to the development of alternatives and selection of the optimal strategy from them. The study presents related tasks that make up the appropriate strategy of an enterprise and visualizes the role of strategic analysis as a tool for choosing an appropriate strategy by an enterprise. In particular, the author determines that the first task is to analyze the macro-environment, which makes it possible to determine the subject of its activities; the second is to determine the goals; the third is to conduct a direct strategic analysis, and the fourth is to implement the strategy. The author emphasizes the place of strategic analysis in the development of strategic management tasks. The author agrees with the thesis that making a strategic choice based on strategic analysis is the basis that "sews" individual business decisions with competitive actions that take into account the current state of the enterprise.

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