Year of Graduation
Diversification strategy development for an engineering company
Faculty of Management
In the final qualifying work "Diversification strategy development for an engineering company" operations of ZAO "Molmash Komplekt", engaged in production of process equipment for the food industry were analyzed. The aim of the work was to develop a set of measures for the effective implementation of the three strategies outlined by management for diversified growth -centered, horizontal and conglomerate.Centered strategy of diversified growth was defined as the production of pharmaceutical machinery, horizontal-delivery and sale of complementary to produced by the company equipment, and conglomerate as food products business for russian regional markets.Theoretical and methodological base of the research consists of are works of management experts and researchers on management strategy development and implementation, organizational development, production, and other diversification issues. To assess the company, the market and possible measures for strategy implement managers and employees of the various industrial enterprises, specialized publications journalists, supply companies were interviewed. In addition, interviews were conducted with the regular customers of the company, whic helped to describe the various factors that affect company's work and their decision to purchase produced by Molmash Komplekt equipment. For this goal with the help of tools such as PEST-analysis, SWOT-analysis and others, research of internal and external environment of the organization was conducted. External aspects of company's work included: customers, factors influencing the decision to purchase; domestic and foreign suppliers of components, as well as the company's competitors in the markets of fluid-tank equipment and technological systems. Analysis of the company's competitors investigated their main strategies in the market. Analysis of the internal environment included consideration of such key components of the company as production, service, personnel and marketing.Based on the research and theoretical development of domestic and foreign authors, necessary for the implementation of each strategy of diversified growth changes, were determined and classified in accordance with the basic components of developed by M. Porter Value Chain.