@article{Shala_Beshiri_2020, title={THE ROLE OF STRATEGIC ANALYSIS IN THE GROWTH OF THE COMPANY}, volume={42}, url={https://ikm.mk/ojs/index.php/kij/article/view/527}, abstractNote={<p>The strategic analysis are perceived differently in different markets and economies; therefore there is a need to understand these analyses at a local level when there are significant technological changes as well as scientific and economic changes in a market and economy. They are one of the starting points of strategic management, which help the company to predict the future which should be managed. Every business needs to adapt to its competitive environment in order to survive and also succeed in the market. On the other hand, the world is in a constant state of change, regardless of what type of business field it is. Environmental change can be driven by the forces of consumer needs, technological innovation, economic growth, politics and much more. Adapting to the changing environment is the biggest challenge any company can face. The top management of any enterprise must understand, anticipate and manage these changes in order to survive and achieve competitive advantage over others. Identifying and selecting tools, techniques, methods and strategic analysis is a very important process for management, because by identifying the most appropriate strategic analysis, the selection of appropriate strategies for the company is made and these strategies then determine the actions that management must take to meet the business goal. Therefore, the purpose of this paper is to highlight the role and importance of strategic analysis, strategic tools, techniques and methods, not leaving aside performance enhancement as a key point of business development that depends precisely on the definition of strategic analysis. A strategy is analyzed, implemented and controlled in order to guide and achieve the vision, mission and adoption of enterprises in a changing environment. It is important to choose the right strategy which can lead to the success of the short-term and long-term objectives and goals of the enterprise. Many strategies fail because managers formulate and implement strategies without analyzing its external and internal environment. Strategic analysis is a process of conducting research in the business environment within which an organization operates in order to formulate strategy. There are divisions, ways, perspectives and different methods of strategic analysis, which identify and evaluate the products of a company, determine the characteristics of the strategic position of the company or strategic business units, determine long-term goals, generate and select optimal strategies of the company, power competitive as well as identifying the internal and external environment of the company in general. Every company should pay attention to the role of strategic analysis, as in this way they can mange to build their current and future position, identifying the factors of internal and external environment.</p>}, number={1}, journal={KNOWLEDGE - International Journal }, author={Shala, Venet and Beshiri, Luaneta}, year={2020}, month={Oct.}, pages={209–213} }