METHODS AND TECHNIQUES OF STRATEGIC ANALYSIS OF ORGANIZATIONS IN CONTEMPORARY AGE

Abstract

Strategic analysis is the process of collecting and analyzing data on the internal and external business environment. Businesses are especially in these times, marked by technological progress that brings many challenges, but also opportunities for strong development, forced to quickly and timely adapt to changes. Indispensable is the conceptual meaning and definition of the concept of strategy and its historical source. Strategy is mentioned as an expression in ancient Greece, as the art of leading the army. Something that emerged in the military sphere "moved and projected onto the business world." The strategy is recognized in the key activities of the company, market positioning, business model, in the thinking of management about the future of the company, the degree of innovation, the speed of adaptation to changes in the environment. The management problems of a company are becoming more and more complex, and the work of management is becoming more and more demanding. The aim of this paper is to point out that timely and efficient strategic analysis enables companies to be innovative, flexible and to constantly improve their business. It allows them to have a strategy by which they can achieve a better position because it is necessary to be different to be better. The method of analysis and comparison of data from different literature provides an overview of different tools and techniques that give companies a strategic advantage and achieving the goals of the organization.