STRATEGIC MANAGEMENT OF TRADE ENTITIES IN A COMPETITIVE ENVIRONMENT: PLANNING AND FORECASTING
Abstract
The relevance of the study is driven by the growing competition in trade, the need for business entities to adapt to dynamic changes in the market environment, the impact of digitalization on business processes, and the importance of effective strategic planning and forecasting to ensure sustainable development, increase competitiveness and strengthen market positions. In the context of globalization and technological change, businesses face new challenges that require flexible and adaptive management approaches. The article is devoted to strategic management as a tool for increasing the competitiveness of business entities, especially in an unstable external environment and growing risks. The author highlights the basic concepts of strategic management, in particular strategic planning and positioning, their evolution and current importance. The author considers methods of analyzing the internal and external environment, such as SWOT analysis, Porter's model of five competitive forces, PEST analysis, which are the basis for the formation of effective competitive strategies. The author emphasizes the importance of adapting strategies to dynamic business conditions, integrating internal and external resources to achieve sustainable competitive advantages. Particular attention is paid to the issues of long-term forecasting, which allows to formulate market development scenarios and optimize management decisions. The author emphasizes the need to improve management approaches to support the viability of enterprises in the period of transformational changes. The article presents a review of scientific literature, considers the development of strategic planning and forecasting processes, their interconnection and interdependence. The author's own concept of views on the essence of planning and forecasting is proposed, the study of which is necessary not only from the point of view of economics, but also from the point of view of politics and sociology. This makes the study of these processes comprehensive, logical, consistent and more defined and meaningful. Approaches to improving strategic management in the context of modern challenges and trends in the market environment are proposed.
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