Development of Strategic Alternatives for the Manufacturer of Concrete Constructions

Nowadays the market of construction products in Russia is characterized by a relatively high level of uncertainty that threatens the stability of competitive positions of the manufacturers. A fundamental factor for the development, retention and winning market position is the elaboration of the company's strategy. Industrial enterprise, appears in this paper (JSC "Reinforced Concrete Plant", Voronezh), needs to revise its strategy concerning particular qualities of the entire industry and apply those types of strategies that are most appropriate in the current situation. Thus, this study is focused on the strategic alternatives development process for the manufacturer of reinforced concrete structures for the next 2-3 years. In the study, the analysis of external and internal environment of the enterprise is carried out with the help of such tools of strategic analysis as PEST-analysis, 5 forces of Michael Porter, SNW-analysis and SWOT-analysis. The result of the study is the suggestions of particular strategic alternatives, taking into account opportunities and threats of macro- and microenvironment of the company, as well as strengths and weaknesses of the plant: market development, market penetration and cautious promotion. General guidelines for functional areas of the enterprise development are also given.