Development Strategy of Essity Company Russia

The Covid-19 pandemic has changed the global position of major manufacturers. The hygiene industry is no exception. Companies like Essity had to go through a crisis year, as the consumption of hygiene products decreased worldwide. The basis for the company's development is its strategy, which is drawn up for the next five or ten years. Hygiene is very important, especially today, because the population is growing and new diseases are emerging. And the hygiene market is becoming more and more crowded today. In a world of increasing competition, it is necessary to think over the company's strategy in order to maintain its position in the market or become one of its leaders. Based on the above, our final qualification work is very relevant for the Essity company, as well as for the entire hygiene segment. This work is driven by the need for Essity to change the company's strategy across all brands. The subject of the final qualifying work is the strategy of Essity in Russia. The aim of the final qualification work is to prepare a recommendation on the application of strategies for Essity based on our research. The main objectives of the course work are three blocks of research: • External analysis of Essity • Internal analysis of Essity • SWOT analysis and strategy recommendations Essity's external analysis includes: • Company Description • The history of the formation of the hygiene market • Hygiene marketing strategies • PESTEL - analysis • Analysis of 5 forces of Michael Porter • Analysis of key success factors • Stakeholder analysis Essity's internal analysis includes: • Analysis of the paper hygiene market • Analysis of the situation of players in Russia • Business model of Essity • Essity BCG Matrix SWOT analysis has become the resultant and unifying one for external and internal analysis of the company. Strategy recommendations are given in the form of Igor Ansoff's matrix and functioning strategies. Course work consists of 3 chapters. The chapters are divided into research sections.