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Renewal of the Company's Strategy in Conditions of Uneven Market Growth

Student: Dorozhevets Nikolai

Supervisor: Nadezhda L. Titova

Faculty: Graduate School of Business

Educational Programme: Strategic Management and Corporate Governance (Master)

Year of Graduation: 2017

Master's thesis is devoted to the development of general principles for the company's strategy renewal in conditions of uneven market growth. The object of research is the company "August", which occupies a leading position in terms of market share in the Russian market of plant protection products. The study examines the main theoretical issues of the formulation and the renewal of the product strategy for the market leader company in terms of market share. The analysis of key socio-economic, political and climatic factors that affect consumer demand in the Russian market of plant protection products is conducted. The principal features of the consumer demand and competitive position of the company on the market are analyzed, as well as an analysis of its main product groups using the BCG matrix. Based on the findings, general principles for the renewal of the company's product strategy are formulated. The relevance of the study is due to the magnitude of the structural changes that are taking place on the Russian market of plant protection products form the background, against which the company-leader needs to renew its strategic course to maintain the leading position.

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