STUDY OF THE TOOLS FOR STRATEGIC ANALYSIS OF MACROECONOMIC ENVIRONMENT ASSESSMENT OF BUSINESS ENTITIES: ASPECT OF STRATEGIC MANAGEMENT OF BUSINESS DEVELOPMENT AND ITS INNOVATION COMPONENT

Topicality. Global economic changes, such as inflation, rising energy prices, the war in Ukraine and the energy crisis, protectionist measures of economically developed countries, affect the state and structure of world trade and create new challenges for the national economy and its entities. Aim and tasks. The purpose of this article is to study the essence and methodology of building such a strategic analysis tool for assessing the macro environment of an enterprise as the BCG model. The objectives are: studying the main aspects of the application of the BCG model; studying the process of classifying business units using the BCG matrix; to analyze the advantages and disadvantages of the BCG model and to determine the possibilities of applying the BCG model in modern conditions. Materials and methods. The research is based on the works of scientists dedicated to the analysis of the macroenvironment and the effectiveness of the functioning and competitiveness of entities of the national economy, including activities in emergency conditions, who studied strategic analysis as a tool for assessing factors of the external and internal environment and the possibilities for the development of the activities of business entities. Research results. The use of the BCG model – the Boston Consulting Group matrix (BCG – in English or BCG – in Ukrainian) allows not only to effectively assess competitive positions, but also to make informed management decisions that ensure long-term stability and success in the market of the business entity. In particular, in the context of globalisation and global processes and intense competition, such a model is an important tool for optimising business processes and increasing the adaptability of business entities to changes in the macro environment. The BCG matrix is based on the need to efficiently allocate resources between different business units, taking into account their relative market share and industry growth rates. Conclusion. The study has confirmed that the BCG model is a useful tool for general analysis and classification of economic sectors, but its use in the macroeconomic context requires significant adaptations and additions. In particular, for its successful use, it is necessary to take into account a wider range of macroeconomic factors and use additional methods of analysis and innovative approaches to their application, which allow for a deeper assessment of changes in the economy and risks for the strategic development of national and global markets.