MODERN TOOLS FOR FORMING AN ENTERPRISE DEVELOPMENT STRATEGY TO ENSURE PROFITABILITY

Introduction. Amidst rapidly changing global economic conditions and intensifying competition, companies need to develop effective development strategies to ensure their profitability and stability. Modern enterprises are increasingly turning to new strategic management tools that allow them not only to adapt quickly to changes but also to anticipate them. The main task is to choose the most effective tools that can most effectively contribute to the formation of a company's development strategy and ensure its long-term profitability. Purpose. The purpose of this study is the systematization of modern strategic management tools that contribute to the formation of effective strategies for the development of the enterprise with an emphasis on increasing its profitability. Materials and methods. Scientific works of modern domestic and foreign researchers devoted to issues of strategic management, innovative technologies and their role in the development of enterprises served as the research material. The used analysis methods included a comparative analysis of modern strategic management tools, as well as methods of synthesis, grouping and generalization. Results. The study demonstrated that modern strategic management tools play a key role in the formation of enterprise development strategies. Innovative approaches, such as the construction of digital doubles of enterprises, help predict the consequences of making certain strategic decisions, which reduces the risks of erroneous investments, better understand your customers, analyze their needs and form long-term relationships, which contributes to increased sales and increased profitability. Discussion. In further research, it is important to focus on the integration of digital technologies into strategic planning, which will allow enterprises to quickly adapt to changes and maintain stable profitability despite dynamic changes in market conditions.