Given that the climate of today’s business world is extremely turbulent and changeable, strategic analysis (its methods and techniques) is an indispensable part of managerial planning. The concepts of strategy, strategic analysis and strategic management are interconnected and harmonized. The strategy must be flexible, the strategic analysis coordinated and focused on the internal and external environment, and management clear and professional in making its decisions. Strategic analysis is crucial if the company has a vision, mission and goals in front of them because they form the first stage in the conception, and later the implementation of the strategy, which was adopted by a thorough strategic analysis of management. The company's environment is defined as the totality of phenomena and factors outside the company and within it, which directly and indirectly affect its behavior and development, and it is divided into internal and external (general and business), whose methods are analyzed in detail and applied in the third chapter. company "X". Furthermore, a SWOT analysis was created, which confirmed the already proposed hypotheses that helped in reaching a conclusion.