Developing a Competitive Strategy for Beauty Salon "Moskva City

The graduate qualification work was done within the framework of strategic management. The aim of this research was to develop recommendations on the formation of a competitive strategy of a beauty salon "Moskva City" working in Casablanca. The diploma work has a practice-oriented format and consists of two chapters, which successively provide answers to the set tasks. The first chapter deals with the theory and methodology of analysis and strategy development by carrying out a bibliographic study of the theoretical field on the topic of work. The second chapter describes the company and the market in which it operates, as well as analyzes the external and internal environment of the company and highlights the main recommendations on the basis of the SWOT analysis. Chapter 2 was based on such methods as theoretical analysis and analytical tools, documentary analysis, interviews with experts and surveys. Thus, the paper presented not only the methodological framework of analysis and strategy development, but also practical application of certain methods in real market conditions, following which it proposed recommendations for further development of the company in a highly competitive market. The paper is 81 pages, contains 11 figures and 22 tables, uses 36 sources, 18 of which are foreign.