Abstract:

Practical experiences of countries with developed market economy in recent years have shown that the condition for successful business development lies in qualified strategic management, which is essential for company’s long-term competitiveness and is even more visible in times of economic crisis. Firms with functioning strategic management are usually able to look further into their future, solve upcoming problems before others, are able to identify the difficulties and adequately prepare for them. They know as well that when external conditions change significantly, the strategy must be adapted as soon as possible. Companies without established strategic management lack the ability to see and actively manage their future. Both the economic recession and major changes in the sector surprise companies without functioning strategic management generally unprepared. The practical part deals with the BPC, which focuses on Internet marketing. The aim of this paper is to highlight the importance of the role of strategic management and its practical application.