Adaptation of Cost Leadership Strategy of the Russian Wholesale Food Company to the Crisis Conditions of the External Environment

The present graduate work deals with the development strategic recommendations on adapting the strategy for the Russian wholesale food company that uses Michael Porter’s competitive strategy - the cost leadership strategy in crisis economic situation in the country. The study was considered the theoretical foundations: Michael Porter's competitive strategies, the conditions, the risks of applying the cost leadership strategy, its advantages and disadvantages, strategic diagnostics and describes the strategic methods that were used for further analysis of the external and internal environment. In this paper the current economic situation in Russia, which has an impact on the behavior of companies in the food market and characteristics of the analyzed company were presented. In the study there is also the analysis of internal and external environment of the selected company which identifies the most significant problems and some possible recommendations for adapting the cost leadership strategy.