Abstract
<jats:p>The article examines the role of business analysis in the formation of a company’s competitive strategy under conditions of globalization, economic digitalization, and intensifying competition. The relevance of the study is substantiated by the need to improve the effectiveness of managerial decision-making based on a comprehensive analysis of the internal and external environment of enterprise functioning. It is determined that in conditions of market instability and rapid technological change, the development of a competitive strategy becomes a continuous process requiring the integration of modern analytical tools. The essence of business analysis is revealed as a key instrument of information and analytical support for strategic management, enabling the identification of strengths and weaknesses of the enterprise, assessment of external environmental factors, and detection of risks and development opportunities. Scientific approaches to the formation of competitive strategies are analyzed, and an insufficient level of integration of business analysis into strategic management practices is identified. The necessity of developing a comprehensive approach to the use of business analysis as a basis for forming a competitive strategy is substantiated. Such an approach ensures the alignment of strategic goals with resource potential and market conditions. The main stages of applying business analysis in strategic planning are outlined, including the analysis of macro- and micro-environments, evaluation of internal resources, application of SWOT analysis, business process modeling, and assessment of key performance indicators. It is proven that the integration of business analysis enhances the validity of strategic decisions, contributes to the formation of sustainable competitive advantages, optimizes resource allocation, and ensures the strategic flexibility of enterprises. The practical significance of the study lies in the possibility of applying the proposed approaches to develop an effective strategic management system that supports sustainable development and strengthens a company’s market position.</jats:p>