Corporate Foresight in FMCG Industry: How Do Companies Envisage in Future

The main question of companies that operate in a rapidly changing environment is what to do today to remain relevant to the market tomorrow? Changes in economic, technological, social spheres challenge the existing business model and traditional practices of FMCG companies, they must be prepared for radical changes in their business processes. Corporate foresight allows companies not only to monitor environmental changes, but also to detect possible discontinuities and uncertainties, which allows companies to be prepared for their emergence or respond to them before they become a threat to the company. Thus, corporate forecasting, reduces uncertainty regarding an ever- changing environment, solves the problem of maintaining competitive advantage in the market formulating effective strategic responses. The choice of foresight methodology is attributable to the fact that it significantly expands the horizon of strategic vision (not in the form of techniques for predicting the future through extrapolation of current trends, but due to assuming the variability of development scenarios and ensuring the practical implementation of the most optimal of them). This Master Thesis consists of introduction, methodology and approach, main body, discussion and conclusion, references, appendix, as well as list of abbreviations, tables and figures. In introduction section presents theoretical background of research. The second section highlights the main methodological aspects of this issue, describes the procedures for conducting corporate foresight. The third section investigates various empirical and scientific research, verified hypothesis are put forward, with the help of which it is supposed to answer the research question, also the results of the analysis were presented. The fourth section presents main conclusions on the results, which was obtained at previous stages of research.