СТРАТЕГІЧНЕ УПРАВЛІННЯ СУБ'ЄКТАМИ ГОСПОДАРЮВАННЯ СФЕРИ ТОРГІВЛІ У КОНКУРЕНТНОМУ СЕРЕДОВИЩІ: ПЛАНУВАННЯ ТА ПРОГНОЗУВАННЯ
Анотація
Актуальність дослідження зумовлена зростаючою конкуренцією у сфері торгівлі, необхідністю адаптації суб'єктів господарювання до динамічних змін ринкового середовища, впливом цифровізації на бізнес-процеси та важливістю ефективного стратегічного планування та прогнозування для забезпечення стійкого розвитку, підвищення конкурентоспроможності та зміцнення позицій на ринку. Висвітлено концепції стратегічного управління, зокрема планування та позиціонування, їх еволюцію та сучасне значення. Розглянуто методи аналізу середовища, такі як SWOT-аналіз і модель п'яти конкурентних сил Портера. Наголошено на необхідності вдосконалення управлінських підходів для підтримки життєздатності підприємств у період трансформаційних змін. Проаналізовано взаємозв’язок планування та прогнозування, запропоновано авторську концепцію цих процесів у контексті економіки, політики й соціології.
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