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Strategy Development on the Example of the Company Ferma Vkusa

ФИО студента: Egor Kuznetsov

Руководитель: Olga Tishchenko

Кампус/факультет: Graduate School of Business

Программа: Management (Bachelor)

Год защиты: 2020

Nowadays, transactions in business are developing and becoming faster, which makes it easier to initiate your own projects. In this regard, the popularity of strategic planning as a field of knowledge is increasing, but, unfortunately, not in proportion to the growth of the number of businesses opening. Most companies use short-term profit tactics instead of developing long-term strategies. In this regard, companies that have a long-term development plan are more likely to achieve success in their activities. The purpose of this work is to develop a competitive strategy for the company “Farm of taste”, which operates on the market of ready – made frozen products. At the moment, the company's actions to improve competitiveness are chaotic, without a structure and a single focus. To achieve this goal, the following tasks were set in this work: study of the theoretical basis for developing an enterprise strategy, analysis of the external environment, including the macro and micro environment, analysis of the internal environment of the company in question, development of strategic alternatives based on the analysis, as well as recommendations for the implementation of the proposed competitive development strategy. As a result of this work, an attractive segment of consumers was identified, on which the company should focus its attention, and a strategy was developed that determines how the company needs to capture this niche. During this study the collection of primary and secondary information, analysis of quantitative and qualitative data, included observation, as well as the study of best practices were used. This work consists of an introduction, a theoretical part that covers the theoretical aspects of strategy development, a practical part that analyzed the external and internal environment of the company, as well as developed a competitive strategy, and conclusions.

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