STRATEGIC PLANNING IN ENTREPRENEURSHIP

Strategic planning is one of the fundamental management processes that determines the direction, sustainability, and competitiveness of entrepreneurial activity. In an increasingly uncertain business environment, entrepreneurs are required not only to respond to current market conditions but also to anticipate future opportunities and potential risks. This article examines the role of strategic planning in entrepreneurship and analyzes its major components, including goal setting, environmental analysis, resource allocation, risk management, competitive positioning, and performance evaluation. The study applies a qualitative analytical approach based on the examination and synthesis of academic literature concerning strategic management and entrepreneurial development. The findings indicate that systematic strategic planning enables entrepreneurs to establish clear priorities, coordinate available resources, respond more effectively to environmental changes, and strengthen long-term business sustainability. The analysis also demonstrates that strategic planning should not be treated as a rigid administrative procedure. Instead, it should function as a flexible management mechanism that allows entrepreneurial organizations to revise objectives and strategies in response to changing market conditions. The study concludes that the integration of strategic thinking into entrepreneurial decision-making contributes significantly to organizational adaptability, efficient resource utilization, and sustainable competitive development.