Influence of External and Internal Environmental Factors on the Formation of Marketing Objectives and Strategies of the Company (the Case of Company X)

In the modern era of a rapidly changing environment, organizations often have to respond quickly to spontaneous changes in the external environment in a short time. An additional imprint on complex market conditions is imposed by regularly escalating international political disagreements. Companies find it difficult to maintain stable performance indicators without adapting to emerging circumstances. In this regard, among the extremely important functional areas of the organization's business, marketing takes a special place. Today, its role is significantly increased due to the increasing diversity of firms and, as a result, the growth of competition in different sectors of market space. Modern technologies allow market participants to quickly track trends, not letting innovators to remain undisturbed leadership for a long time. In order to effectively smooth out market fluctuations, maintain or develop market positions, achieving the set goals, in the current conditions it is critical for the company to have in its arsenal a strong and sustainable marketing strategy. In the process of research approaches to the analysis of the external and internal environment on the example of a modern company are considered. The result of the work is the development of marketing goals and strategies for the company X - representative of the household chemical industry in Russia.