Abstract

The purpose of the research is to justify the crucial importance of the strategic market- oriented company policy as an element (important factor) of competitiveness and especially the role of this factor in the forthcoming accession of Bulgaria to the EU; to determine the degree of companies' readiness to respond to challenges under the new conditions; to answer questions whether Bulgarian companies have strategic readiness for the EU accession, analytical and management methods, market strategies and action programmes and readiness to adapt them successfully.
The role of the market strategy level and quality for the successful competitive development of Bulgarian companies is analysed.
Emphasis is put on the necessity to consider requirements, characteristics and tools of the strategic analysis, forecasting, planning and control in the light of changed conditions under which the companies are going to operate.