ABSTRACT
Strategic management is occupied with the analysis, planning, execution and evaluation of the strategy of an enterprise. To determine the strategy of an enterprise, a consideration will have to be made between what the enterprise wants (strategy), what the enterprise can do (competences) and what the environment offers (market potential). The enterprise has its strong and weak sides, while the environment offers opportunities and threats to realising the strategy of the enterprise. The result is the possibilities and limitations for actually implementing the strategy. Via the OSO model, the enterprise has the possibility to attune these mutually cohesive components to each other. For the application of the model, the enterprise goes through the following steps: researching the environment and establish the opportunities and threats; researching the organisation and establishing its strengths and weaknesses; and determine the possibilities and the limitations of the strategy.
