STRATEGIC ANALYSIS AS A TOOL FOR THE FORMATION AND IMPLEMENTATION OF AIR COMPANY DEVELOPMENT STRATEGY

Abstract

Abstract. The role of strategic analysis in the activity and ensuring the economic stability of the airline in the modern conditions of economic development is considered. An analysis of approaches to the study of the airline’s external environment in unstable market economic conditions. The specifics of the application of strategic analysis in aviation enterprises are scientifically substantiated. It is established that at the stage of strategic analysis interpret the strategic position of the organization by identifying changes in the economic environment of the organization and determining their impact on the organization and its activities, as well as identifying benefits and resources of the organization depending on such changes. The professionalism of the analysis of the modern airline allows to determine the main time tasks that it wants to perform in the medium and long term to achieve the goal. This limitation in the time period implies that in the process of implementing the strategic plan, the company must repeatedly take corrective action, which at the last stage radically changes the nature and direction of the planned results. Theoretical principles and practical recommendations for the use of strategic analysis as a tool for the formation and implementation of airline development strategy are proposed. Determining a strategic problem in advance increases the time you can respond to it. However, with increasing frequency of possible sudden changes, the degree of their predictability decreases. This means that until sufficient information is received for well-thought-out measures, there is a lack of time to implement them, which could harm the airline or lead to a loss of profitable economic opportunity. Tactical and strategic management in all respects should be based on a scientifically sound methodology of systems analysis to solve emerging problems. Keywords: strategic analysis, airline, modern technologies, economic globalization, strategic resources. JEL Classіfіcatіon G21, F29, L41 Formulas: 0; fig.: 1; tabl.: 1; bibl.: 11.