The Impact of External Factors on the Strategy of Pyaterochka Company in the Russian Retail Market

This study was devoted to the analysis of the Russian food retail market and the development of recommendations for the Pyaterochka development strategy and the identification of key strategic development directions for the company. The theoretical aspects of the formation and development of retail chains were studied. The development factors and competitive advantages of retail chains, the strategies for entering retail chains into new markets are highlighted, the key business models of modern retail are analyzed. Also, as part of the work, an analysis of the Russian food retail market was carried out. The current economic characteristics of the market and its participants are analyzed. The analysis of the competitive environment and driving forces in the industry. The key success factors and the main market development trends are highlighted. A comprehensive analysis of the activities of Pyaterochka was conducted: the history of the development of the company was studied. Current stage of the life cycle of the company, strategic goals of the company were determined. For the purposes of the work, PEST, SWOT analyzes were carried out, a competitive position and a competitive strategy of the company were determined. Based on the analysis, the main strategic directions of the development of Pyaterochka were highlighted. As a result, key recommendations for the company's strategy were formed.