THE ROLE OF STRATEGIC PLANNING IN EFFECTIVE MANAGEMENT OF DOMESTIC ENTERPRISES

Abstract

The article analyzes the modern economy and management of enterprises that are negatively affected by new factors associated with a full-scale war on the territory of Ukraine. In such conditions, enterprises more than ever need to apply the most modern mechanisms of strategic management, short-term and long-term planning, use methods of economic analysis and economic-mathematical modeling, and possess the methodological foundations of strategy development. The article indicates the main directions of strategic planning for effective management of domestic enterprises. The problem of the formation and application of strategic planning, which is given considerable attention due to a number of important influencing factors, is studied. The strategy of each individual enterprise is formed under the influence of the constantly changing internal and external environment. Therefore, prompt response is extremely important. First of all, this is relevant for our country with a developing economy. It was noted that the external environment of enterprises is rapidly changing, especially in the modern conditions of the domestic economy. Such trends are caused by great competition on the market, saturation of consumer demand, constant changes in consumer expectations, individualization of the domestic market, etc. These changes in demand require new systems of planning and strategic management of enterprises. It has been studied that choosing the most promising strategy for a particular enterprise is one of the most important tasks for management. The choice of "strategy as a result" determines the justification of the goal and strategic orientations of the enterprise. Most often, the strategy is compared with a favorable position on the markets, competitiveness and expansion of product sales channels. According to a broader definition, the company's strategy is "a peculiar look at the internal and external environment and an attempt to find ways of effective adaptation to external, uncontrollable factors by the company by making the necessary changes in the elements and their combinations of the internal environment." Two main concepts of enterprise strategy are substantiated - philosophical and organizational and managerial. Philosophical strategy involves outlining the overall goal of the enterprise. The organizational and management strategy of the enterprise is focused on promising activities with strengthening of the competitive position on the market, increasing profitability and increasing the efficiency of operations. Literary sources call such a strategy "competitive strategy" and consider it as a way to achieve the goals of the enterprise, which it defines for itself. It is worth noting that outlining a specific planning strategy at an enterprise is an understanding of the general trend that determines prospective development, success of operations and achievement of competitive advantages in the market.