Elaboration of Russian Retail Market Entry Strategy (Case Organization N)

The "n" Company is a producer of confectionery jewelry and a decor which realizes the production to wholesale clients according to the B2B scheme. As part of this work, the analysis of the external and internal environment of the company was carried out in order to identify its strengths and weaknesses, as well as the possibilities of threats to the environment. The analysis formed the basis for determining the competitive advantages of the company to determine the strategy in the framework of the company's entry into the Russian retail market. The aim of this work is to develop a rationale for the strategy of entering the Russian retail market for the company "N". Research methodology: 1. Analysis of micro-and macro-environment of the company: • Collection of data on the external environment of the company "N" through the study of open sources of information and the method of Store Check; • Conduct PEST analysis to determine market trends and industry dynamics; • Determining the capacity of the industry and the market, identifying the number of players, their shares and the structure of competition; • Determining the life cycle of the industry by studying the dynamics of the market; • Mapping of strategic groups, definition of CFCs; • Identify the driving forces of industry development and assess their impact. 2. Analysis of the internal environment of the company: • Study of the provided documentation on the company "N»; • Analysis of mission, vision and long-term goals of the company "N»; • Enterprise cost analysis based on M. porter's value chain; • SNW analysis; 3. Analysis of the company's competitive position: • Determination of competitive position (building competitive profiles); • Expert evaluation of the firm and its closest competitors to determine the competitive strength