The Influence of the External Macro Factors to Strategy of the International Company Working in Russian Market of the Construction Equipment

The bachelor's degree is carried out within the framework of the program "Strategic Management". The purpose of this study is to develop recommendations for the formation of a strategy for an international company operating in the Russian construction equipment market in conditions of uncertainty of the external environment. In the era of globalization, each market turns into a meeting place for local and international companies. The Russian market of construction equipment is no exception. This trade looks very traditional and local, but, at the same time, consists of a huge number of international players and depends on what is happening in neighboring markets. The consequence of globalization is also the high degree of uncertainty caused by the rapid pace of changes in the external environment that companies are forced to face. Scenario approach, which is the main tool of our research, allows the company to make lower level of uncertainty and to think out ways of developing its strategy depending on the scenario in which the company operates. Keywords. Strategy, industry, market, scenario, PEST, Porter's Five Forces, sanctions, oil