Development of a Strategy for the Company "PlastResource

This graduate qualification work represents an analysis and assessment of the prospects of development of the strategy for the company engaged in activities on processing of polymers. Business owners and investors are primarily interested in the long-term sustainable development of the organization, so it is especially important for them to have a clear understanding of the company's strategic development and potential prospects. One of the key factors of the market economy, which significantly affects the sustainable development of the company, is the presence of fierce competition, which requires from the companies participating in the market a thoughtful policy and detailed planning of their activities. The development of company strategy, among other aspects, focuses its attention on how the firm acts against its competitors. Relevance of the investigated problem is conditioned by current market situation in polymer industry of Russia. The analyzed company "PlastResource" operates in the market of polypropylene pellets since 2017 and is in constant competition with existing and new companies. Since the organization is exposed to a fierce competitive environment, it is critical for the management to determine the possible strategic options for the development of the company in the long term and assess how profitable and attractive they are from the point of view of investment. In this regard, the purpose of the graduate qualification work is to assess the real strategic options for the development of "PlastResource" company and their investment attractiveness. Achievement of the goal of the work is based on the following tasks: 1) Analytical review of the polymer market (in particular, polypropylene) in Russia and abroad in order to identify trends and the main factors of influence. 2) Practical assessment of internal and external environment of "PlastResource" company, including assessment of the company's financial condition and forecasting of its activities. 3) Determination of specific strategic initiatives, evaluation of their investment attractiveness and formation of recommendations to the management on their implementation. The work applies methods of strategic (PEST, SWOT analysis, M. Porter's 5 forces model), financial (methodology of economic analysis in terms of assessing the liquidity, financial stability, profitability of the company) and investment management (methods for calculating the payback period of the project and the net present value - NPV). According to the results of the work the conclusion was made that for company «PlastResource», the main challenge and risk for the future is to increase competition in the occupied niche. Proceeding from it the possible variant of strategy development is expansion of company's activity and entering another market segment in order to satisfy demand of bigger clients. The identified strategic option is the implementation of an investment project for the purchase of more modern and productive equipment, which was evaluated in terms of financial attractiveness. As a result of the assessment, a real project among the existing alternatives, which has the greatest investment attractiveness, was selected for its further recommendation to the company's management.