Transformation of strategic analysis of a trading enterprise in the context of digitalization

Юрченко, Олександр Анатолійович (2025) Transformation of strategic analysis of a trading enterprise in the context of digitalization Міжнародний науковий журнал "Інтернаука". Серія: "Економічні науки". (12). ISSN 2520-2294

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Abstract

The process of integrating modern digital technologies into the strategic analysis of retail enterprises allows not only for making adequate management decisions but also for significantly strengthening absolute and relative competitive advantages, which translates into increased market share in the long term. Thanks to artificial intelligence, cloud computing, the Internet of Things, robotization, and big data analysis methods, efficiency is significantly improved, and the completeness, accuracy, and usefulness of strategic analysis results are enhanced. Accordingly, management gains a better understanding of the current state of affairs and is thus able to make more informed decisions regarding the future direction of the enterprise. Purpose. The purpose of the study is to systematize the manifestations of transformational changes that should be expected in connection with the application of digital solutions in the implementation of strategic analysis of a modern retail enterprise, as well as to systematize those digital technologies that will enhance the efficiency, completeness, accuracy, and usefulness of strategic analysis for enterprises in the studied industry. Materials and methods. General scientific methods are applied in the research process, including classification, deduction, analysis of scientific works, formalization, logical generalization of results, etc. The research materials used are primarily articles by international scholars. Results. The paper examines the impact of digitalization on the strategic analysis system of a modern retail enterprise. The essence of the concept of digitalization and its role in strengthening company business models is revealed. Transformational changes occurring in analytical processes under the influence of digitalization factors are systematized, including the expansion of information sources, real-time data flow, automation of routine processes, and the ability to process unstructured data. The potential of applying large language models and artificial intelligence for conducting strategic analysis is analyzed, including the assessment of the competitive environment using Porter's Five Forces model. Key digital technologies that contribute to improving the efficiency of strategic analysis are identified: artificial intelligence, big data, cloud technologies, the Internet of Things, digital twins, and predictive analytics. Tools and solutions created based on these technologies for optimizing management processes in the retail sector are characterized. Discussion. In further scientific research, it is advisable to pay attention to practical examples of using modern digital solutions based on digital technologies within the strategic analytical process using the example of an operating business in the retail sector and to assess the actual impact of the modern approach.

Item Type:	Article
Uncontrolled Keywords:	strategic analysis; retail enterprises; strategic management; competitiveness; digitization; external environment; digitalization; efficiency
Subjects:	Статті у періодичних виданнях > Фахові (входять до переліку фахових, затверджений МОН)
Divisions:	Факультет економіки та управління > Кафедра міжнародної економіки
Depositing User:	доцент Олександр Анатолійович Юрченко
Date Deposited:	09 Feb 2026 11:08
Last Modified:	09 Feb 2026 11:08
URI:	https://elibrary.kubg.edu.ua/id/eprint/56331

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