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Strategic planning in modern economic conditions

Introduction. The article considers the main elements of strategic planning as a final function that helps to determine ways to obtain the results of the enterprise in achieving its main goal. It is the basis for management decisions, determines their prospects, prudence, makes them motivated and timely. The urgency of the topic is due to the fact that the development and implementation of effective strategic planning provides the company with the opportunity to develop its own activities in a highly competitive environment. One of the tools to achieve the main goal of any company – to make a profit – and is the result of strategic planning, which allows the company to use its own competitive advantages to capture more market share or new markets in the future.
The purpose of the paper is to determine the nature and methods of implementing strategic planning in the activities of enterprises of different forms of ownership and scale of activity in order to ensure their competitiveness in the market.
Results. Strategic planning is the ultimate function that helps to identify ways to get results when achieving the ultimate goal. It is the basis for management decisions, determines their prospects, prudence, makes them motivated and timely. Strategic planning, as it is clear from the definition, is planning for 3-5 years, with the possibility of adjustment, because the dynamics of the market and constant crises require a rapid, even reactive response to changes in the environment. Thus, the main purpose of planning – to maximize profits from the activities and performance of its most important functions: marketing planning, productivity, innovation and more. To the extent that a group of related firms in a market segment can define similar goals and coordinate individual actions in such a way as to improve overall performance for selected overall goals (or work towards a common «mission» subsector), they can also collectively increase their efficiency and productivity in the way they conduct business. The result should ideally include a reduction in internal costs, an improvement in the services provided and thus an increase in their competitiveness.
Conclusion. Strategic planning in the real economy is not just a necessity – it is an effort to constantly monitor change and play «ahead». Only in this way can the company withstand competition and survive in the market. According to the study, a number of scientists propose to assess and plan not the entire organization but its sub-sectors, which allows you to identify «bottlenecks» and respond to changes in a timely manner, preventing large financial losses.