FORMATION OF THE STRATEGY OF THE COMPANY IN INTERNATIONAL BUSINESS

The aim of the research was to determine the choice of strategy for the company's activity in international business. The study studied choosing the right direction of international economic activity among other alternatives for the company. The company may start its international economic activity with a clearly defined goal or intention, but may be forced to adjust its intention in accordance with dynamic changes in the external environment. In the strategic context, the company's positioning represents a balance between the company's international activities and the business environment in which the company conducts international activities. It was found that established and proven that the strategy of the company's activity is considered in the form of a comprehensive plan of the company's international activities, which is developed on the basis of a scientifically based approach and should be designed to achieve the company's long-term global goals. It turned out that the development of stable partnership relations can be facilitated by the effective activity and development of the company. In total, determining the strategic position of the company on the market will make it possible to be sure of the rationality of choosing a strategy and to correct existing mistakes when developing a strategy at the initial stage. Thus, the processes of choosing a strategy of international activity should include strategic planning and strategic management. The results obtained open up new directions for research, in particular, recommendations for increasing the level of competitiveness and improving positioning, the constant search for new advantages, both in the internal environment and in the external and, in particular, in international markets.