Emergent Strategy of the Nestle Russia Business Unit

In the period from 2015 to 2017, the baby food market in Russia was experiencing certain difficulties, which were caused by a number of socio-economic indicators of the country, related to a decrease in the purchasing power of the population. It is especially important to note the decrease in the birth rate. Political, and then socio-economic instability led to a drop in the market of children's mixtures of the country by 4.3%. In this paper, the emergent strategies of business brands of a large diversified company are analyzed with the purpose of revealing the main regularities in the activity of the baby food business during the period of social and economic instability. The relevance of this work is due to a number of factors: the unique specificity of the baby food business; the country's economic and demographic situation, as well as a high level of competition in the market of infant formulas. Theoretical and methodological basis are the fundamental provisions of the theory of management, research of domestic and foreign scientists, in particular, the company's strategy in various environmental conditions. To achieve the goal set in the work, the following research methods were used: interview, content analysis, observation, analysis of scientific and business publications in the study area. Graduation qualification work consists of: introduction, three chapters, conclusion, list of literature and applications.