The article, on the example of enterprises of the dairy industry of Ukraine, substantiates the need in modern conditions of diagnosis of their strategic position. In particular, to determine the criteria for developing a competitive strategy of the dairy industry, it is recommended to use a matrix of strategic prospects for enterprise development not only taking into account indices of financial stability and market power of the company, but also using anti-crisis management. This, first of all, applies to the category of "life cycle of the enterprise", as this type of management is carried out at all stages of its development, having at each of them its specific nature of manifestation. Therefore, we have built an algorithm for determining the phase of the life cycle based on the use of basic ratios of financial indicators, which allow to take into account the specifics of the viability of the enterprise in a changing environment: the ratio of total costs to total revenues; the ratio of the point of critical sales to net income; ratio of equity to assets (coefficient of autonomy); the ratio of borrowed capital to equity (financial risk ratio); the ratio of cash and cash equivalents to current liabilities (absolute liquidity ratio); the ratio of working capital to inventories; the ratio of growth rates of receivables for goods, works (services) to net income; the ratio of terms of repayment of receivables for goods, works (services) to the terms of repayment of accounts payable for goods, works (services); the ratio of net income to the average annual value of current assets (turnover ratio of current assets); the ratio of working capital to equity. The developed criteria for diagnosing the strategic position of enterprises taking into account the life cycle phase allow to supplement the traditional analytical tools for making sound management decisions and are quite important, given the large number of external and internal factors that lead to change. A timely defined strategic position can have a real impact on life cycle change, a refined strategy will provide opportunities to improve financial condition, eliminate shortcomings in business processes and reach a qualitatively new level of management. The use of innovative technologies, or the development of new competitive products, is likely to change the position of the business. In traditional industries, such as the dairy industry, each phase of the life cycle can last for decades, while for high-tech industries it can only take months. Therefore, when diagnosing the strategic position of the enterprise it is necessary to take into account not only the financial and market situation, but also the phase of the life cycle.