Premium Alcohol Company’s Strategy Adjustment

The company's success in the market is continuously linked to the chosen strategy and maintaining its relevance in changing environmental conditions. Under the influence of changing external and internal factors, the chosen strategy may lose its relevance over time. In this case, you need to make a complete change or partial adjustment to the current strategy. The purpose of the work is to develop strategic recommendations for adjusting the existing competitive strategy on the example of a specific company in the market of alcoholic beverages in the premium segment in the context of changing conditions and features of the internal environment of the company. One of the key tasks of this research is to analyze the key factors that influence companies operating in the premium alcohol market in Russia, and to study their impact on the industry. As a result of the research, it is determined how significant the necessary changes in the strategy are and based on the analysis of the external and internal environment, specific recommendations are formed that can be considered by the company's management.