Ensuring the effective development of manufacturing enterprises requires a number of activities that are concerned with the planning and systematic organization of its activities, making and implementing management decisions, conducting production and innovation processes and evaluating the results achieved on the basis of the involvement of internal and external strategic impulses.The article analyzes the concept of strategy, its structure and its functions. It has been revealed that the task of strategic planning of activity and development of the enterprise is one of the important in the conditions of competition. Many real enterprises were not prepared for its decision. In order to understand this process, it is necessary to disclose the content of the strategic approach in enterprise theory and in the practice of enterprise management. The main objective of this article is to determine the requirements for the development and implementation of strategies arising from the theoretical analysis of the internal and external environment of the enterprise. In formulating the strategy of the enterprise it is important not to get lost in the infinity of incomparable possibilities of strategic choice, to reduce the variety of these opportunities in each line of activity of the enterprise to a discrete set of options. Developing and presenting recommendations for conducting this necessary part of strategy development and implementation is the second objective of this article.