Today, the business environment is changing rapidly, making the future difficult to predict. In such unpredictable conditions, the survival and competitiveness of enterprises directly depend on effective strategic management. This thesis analyzes strategic management not merely as a fixed plan on paper, but as the primary driver of organizational development. The study explores how to properly manage enterprises under uncertainty and how to adapt planning systems to shifting market demands. Using economic analysis and core management theories as its methodological foundation, the thesis provides practical recommendations for firms to avoid crises, navigate market volatility, and secure a sustainable competitive advantage.