COMPANY INNOVATIVE STRATEGIC PLANING AND ALOCATIVE OPTIMIZATION OF THE FINANCIAL RESOURCES

Abstract

A rational approach to strategic management usually starts with the analysis of external and internal environment in which the company operates. Often these analyzes are proven as difficult for companies because of the current economic uncertainty that exists at national, regional or global level. Companies are faced with many new and continuing challenges that change the perception of the business in general. Planning and analysis of the environment of the company should contain a review of the use of the resources, an examination of the material, human and financial resources which build the system of value of the company in terms of efficiency and effectiveness of all aspects of operations. Each element of the system of value is capable to add or subtract a certain value. The purpose of this analysis is to identify the strengths and weaknesses that will answer what the company can, and what can not in the context of business operations and the definition of strategic options. In this paper has been made a systematization of the financial objectives of the companies with an analysis of the most important financial indicators, first, the achieving financial stability, then the financial sustainability. Financial planning as an integral part of the planning process in general, is incorporated in terms of achieving short-term goals in the action strategy of the company and in terms of achieving long-term objectives which mean sustainable company competitiveness.