Adaptation of the International Strategy of the Sales Company on the Russian Market

The purpose of the research was to develop recommendations about adaptation of the international strategy of the “Fackelmann” company in the Russian market in connection with socio-economic crisis. The theoretical approaches in the field of the international strategy were considered: the forms of companies' entries in the international market, the types of strategic control of divisions and decisions in the field of production standardization. Furthermore, the analysis of the current situation in Russia and of the ware market were carried out, the most significant factors of external environment were revealed. The interview with the staff of the company, the analysis of internal documentation, and desk research were the main sources of information for practical part of the research. The main characteristics of the company considered, its strengths and weaknesses, and specifics of functioning of her division in the Russian market were revealed. Finally, on the basis of the conducted research, recommendations about adaptation of the company in the Russian market were developed.