The article examines the problems of strategic crisis management, suggests trends in evaluating a functioning strategy, as well as methods for improving it, systematizes the threats and opportunities created by new types of crises stimulated by the pandemic, as well as sanctions. In times of crisis, enterprises face the need to adapt to a changing economic environment, which requires the development and implementation of effective competitive strategies. These strategies allow not only to survive in the market, but also to find new sources of growth and competitive advantages. The types of such strategies vary depending on the specifics of the company, its resources and the market situation. The crisis requires companies to be flexible and adaptable. Choosing the right competitive strategy, adapting it to current market conditions, and being able to respond quickly to changes are key to sustainable development and long-term competitiveness.