THEORETICAL BASIS OF STRATEGIC PLANNING OF BUSINESS ORGANIZATIONS' ACTIVITIES

Abstract

The paper reveals the theoretical foundations of strategic planning of business organizations' activities. The essence of the term "strategic planning" is considered. Strategic planning should be understood as the process of developing and implementing long-term plans and goals aimed at achieving competitive advantages and improving the results of the organization's activities. It includes an analysis of the internal and external environment, defining goals and objectives, choosing optimal strategies and mechanisms for their implementation, as well as monitoring and evaluating results. Emphasis is placed on strategic planning tools: SWOT/OTSW analysis; competitive environment analysis; balance of cards (strategic cards); Boston Consulting Group matrix; SMART methodology; PESTEL analysis; tools for facilitating strategic decision-making. The fundamental provisions of the modern theory of strategic planning are revealed. Attention is paid to the process of transition of strategic planning from analog to digital tools, methods, and technologies. Digital technologies significantly improve quality, as they allow operating with a large number of variables and providing more relevant forecasts. The active use of modern digital technologies in strategic planning leads to the transformation of the planning process itself. The current characteristic of digital transformations of strategic planning technologies is a set of radical changes in the methodological foundations of the organization and the methods of implementing strategic business management. Digital technologies act as tools and methods used to process, store and transmit digital information. They include software, cloud technologies, artificial intelligence, the Internet of Things, block chain and other innovative technologies. Digital technologies for strategizing today allow business organizations to make decisions more quickly and accurately, as well as better understand their customers and competitors. Several types of digital business development strategies are distinguished: digital transformation; digital innovation; digital optimization; digital transactional strategy; digital marketing strategy.