Directions for improving the competitive strategy of a trading network company

This article presents the existing development strategy of the enterprise of PJSC Beluga Group, a large network company in the Russian alcohol market; an analysis of the external and internal environment of the organization was carried out, which allowed to identify and systematize directions for using opportunities and strengths to overcome threats and weaknesses in difficult conditions of sanctions pressure from Western counterparties. Recommendations for improving the competitive strategy of the organization are proposed, which will allow entering new markets, increasing the investment attractiveness of the company and its financial stability.