THE ROLE AND PLACE OF STRATEGIC ANALYSIS OF THE EXTERNAL ENVIRONMENT IN FORMING THE COMPETITIVE ADVANTAGES OF A SMALL-SCALE ENTERPRISE
In a situation of instability and the dynamism of the external environment a growing number of managers of small and medium size enterprises try to introduce the technologies of strategic planning and management in their management system in order to improve their long-term enterprise management strategy. The competitive advantages of the enterprise are determined in the process of strategic planning and management. This process is aimed at revealing the strong and weak sides of the enterprise in comparison with its competitors, its ability to resist the outside threats and effectively use the opportunities. Therefore the strategic analysis of the enterprise takes first place.