PROBLEMS OF STRATEGIC PLANNING IN UKRAINIAN ENTERPRISES AND POSSIBLE WAYS TO OVERCOME THEM

Abstract

The main goal of this research is to determine the role, place and importance of strategic planning in the enterprise. To prove that it is the strategic plan that can give a positive result to the enterprise on the market. Strategic planning is the key to full success and the most efficient achievement of the desired results. The relevance of this topic is strategic planning as a process capable of ensuring, in the context of a global approach, the full-fledged operation of a modern market economy, the development of scientific and technological progress, and the provision of the needs of the population. The company's strategy is the basis of strategic planning, with the help of which the company weighs a complex of problems related to the purposeful reorientation of the production of new products and assortment, the introduction and use of new technologies, the development of marketing, the improvement of the company's management structure, timely and high-quality training and retraining of personnel. The article repeatedly emphasizes that the transition to market relations fundamentally changes views on strategic planning and the quality of the formation of enterprise strategies, which creates conditions for the best use of technology and human potential in the process of drawing up activity forecasts and future development plans, thereby increasing the effectiveness of such calculations. According to the key conclusions of the article, under modern market conditions, new goals of the strategic plan are brought to the fore, considering it as a flexible plan, capable of reorganizing itself at any moment to new directions of activity in case of ineffectiveness of the existing ones. Therefore, characterizing the strategic plan as optimal, we prove that it is able to ensure minimum costs during implementation, provided that the entire mechanism of the process will complement each other. As a long-term plan, it creates favorable conditions for obtaining competitive advantages. All this speaks of the multifaceted nature of the tasks facing the company's strategy, the solution of which will allow us to answer the question of what needs to be done at the company in order to successfully manage it.