Методический подход к проведению стратегического анализа для формирования эффективных управленческих решений на основе маркетинговых инструментов

摘要

METHODICAL APPROACH TO STRATEGIC ANALYSIS BASEDON THE MARKETING TOOLS FOR MAKING EFFECTIVE MANAGERIAL DECISIONSE. CHURLEIThe article discusses an integrated approach to strategic analysis on the basis of marketing tools for making effective management decisions. It defines the existing methods of carrying out strategic analysis. The mechanism of implementing strategic analysis at every level of the enterprise environment is provided. The se-quence of analysis components is justified and the need to incorporate elements of the analysis is explained. The author formulates a methodical approach to the design and performance analysis of the factors at different stag-es of implementation. The article presents an integrated model of sequence analysis of the enterprise strategic environment based on the usage of qualitative and quantitative models that allows to consider the factors that affect the company and get a description and assessment of the strength and direction of influence for the formu-lation of effective operational and strategic management decisions based on marketing tools. Э.Г. ЧУРЛЕЙ (Белорусский государственный университет, Минск)