The Development of Strategic Alternatives for the Company Operating on the Market of Professional Equipment and Means of Individual Protection

The market of professional equipment and means of individual protection develops quite actively in Russia today and has a number of positive trends, which provides potential opportunities for growth for companies operating in this market. However, the unstable environment, fierce competition and the specifics of the market impose some limitations and obstruct the development of companies. In this regard, in order to maintain competitive position and achieve the strategic objectives of the company it is important to clearly define the path of development, taking into account the impact of external and internal factors. The vision and main strategic objectives of the analysed company were formed relatively recently, and therefore the top-managers of the company have not yet identified ways of achieving goals. Thus, the purpose of this graduation work is to develop the strategic alternatives for the company, operating in the Russian regional market of professional equipment and personal protective equipment in the short term (2-3 years) and long term (5 years) prospects. This paper includes brief description of the Russian market of professional equipment and means of individual protection, analyses of the external and internal environment using PEST-analysis, Porter’s model of five forces, model 7S and SNW-analysis, also SWOT- analysis was conducted to determine the strategic alternatives of development. The results of this research are the developed strategic alternatives for the analysed company in the short and long terms. For short-term development such alternatives as the penetration strategy, integrated growth and "prudent advancement” have been recommended. In order to implement long-term objectives the strategy of the concentrated growth was proposed. Also, various measures have been recommended for implementation in the framework of above-mentioned strategic alternative to achieve their goals.