Adaptations' Problems of Competitive Strategies to the Business Environment: the Case of Russian Alcoholic Beverages Companies

Student: Tuybaeva Zarina

Educational Programme: Management (Bachelor)

Year of Graduation: 2016

The present research is devoted to the analysis of the competitive strategies implemented by the company operating in the contemporary Russian alcoholic beverages market. The first chapter includes the theoretical framework of strategic management and different approaches to strategy formulation depending on the external environment and internal resources and capabilities. The second chapter describes the trends and traditions of alcohol consumption in Russia, current changes in the alcoholic beverages market and its top players’ performance. The final part of this paper reveals the imbalance between the competitive strategies implemented by the company and both its competitive advantage and the business environment. The company should concentrate on the focused cost leadership strategy and the resource allocation optimization.

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