ANALYSIS OF THE INTERNAL AND EXTERNAL ENVIRONMENT OF THE ORGANIZATION AS A TOOL FOR MAKING STRATEGIC DECISIONS

The article explores the role of analyzing the internal and external environment as a key tool for making strategic decisions in the context of the modern economy. The main factors of the internal environment are considered, such as resources, competencies, organizational structure, and corporate culture, as well as external factors, including the macroenvironment (PEST factors) and microenvironment (competitors, suppliers, customers). Methods and tools for environmental analysis, such as SWOT analysis, PEST analysis, Porter's Five Forces analysis, and the Boston Consulting Group (BCG) matrix, are analyzed. Using the example of the organization LLC "Avangard," it is demonstrated how environmental analysis helps identify strengths and weaknesses, opportunities, and threats, which contributes to the development of effective strategies and risk minimization.