Abstract

The purpose of the study is to propose the author's approach to the complex application of strategic analysis methods based on SWOT analysis. The article discusses the well-known and presented in various sources methods of strategic analysis. Special attention is paid to SWOT-analysis, various points of view on its role are investigated. The scientific novelty lies in the determination of the logical connection between the methods of strategic analysis and SWOT-analysis and the development of the author's approach to the procedure for conducting strategic analysis based on their integrated use. As a result, found that a strategic analysis of stepwise character. In this case, the result of one step of analysis simultaneously serves as the initial information for conducting another step of analysis. To systematize the information obtained during the analysis, a SWOT analysis matrix is used.