Evaluation of the Attractiveness of the Russian E-Commerce Industry

The present paper aims at evaluating the attractiveness of the Russian e-commerce industry among the largest retailers in terms of new entrants. This work consists of three chapters. The First chapter provides basic concepts related to strategic analysis of the industry, forms the theoretical basis of the study and describes the methodology of evaluating the attractiveness of the industry. The Second chapter describes the concepts of e-commerce, defines the boundaries of the investigated industry, and also includes the overview of the market. The Third chapter consists of the practical analysis of the industry and its macroenvironment, including the following stages: analysis of macroenvironment (PEST analysis), an overview of the main economic characteristics of the industry, strategic groups mapping, Porter’s Five Forces analysis, the analysis of the driving forces and the key success factors of the industry. According to the results of the analysis the overall attractiveness of the e-commerce industry was evaluated in terms of the entrance of new market players. There were revealed 14 significant factors influencing the attractiveness of the industry. Finally, the quantitative estimation of the attractiveness of the Russian e-commerce industry was calculated. The mark is 6.2 points out of 10, which is not very high, but above average.