Abstract

The purpose of the present study is to substantiate the paramount importance of the strategic market-oriented company policy as an element (important factor) of competitiveness and particularly the powerful effect of that factor in conditions of the forthcoming accession of Bulgaria to the EU; to establish how prepared companies are to meet the challenges, connected with the new conditions; to provide answers to the following questions: Are Bulgarian companies strategically ready for the accession, do they possess analytical and management approaches, market strategies and action programmes and are they prepared to adapt those successfully. The role of the level and the quality of the market strategy for the successful competitive development of Bulgarian companies is discussed. Also pointed out is the need to view the requirements, the characteristics, the methods and means of strategic analysis, forecasting, planning and control in the light of the changed conditions in which companies are to operate.