Chekashkina N.R. Strategy of growth of the enterprises of the meat-processing industry of Krasnodar krai

Natalya Robertovna Chekashkina
Lecturer, Marketing and Trade Department, Kuban State University
chenaro@yandex.ru
Stavropolskaya St., 149, 350040 Krasnodar, Russian Federation

Abstract. In modern turbulent environment the question of strategy identification of a company is particularly significant and is crucial for business development process. The decade of 2000th is marked by a dynamic development of raw-materials markets, impetuous increase of consumers’ incomes, creation of the consumption society and as a result the business demonstrated the high growth of poly-directed holdings and groups of companies which developed the diversified branches through mergers and acquisitions. Today the economy is in a stagnation phase and the consumer model of behavior is going to change for being more economic and careful. The business modifies its strategic priority of development. In the article the author raises the question of entrepreneurs’ encouragement in Russia nowadays. The author makes a detailed study of theoretical approaches to the classification of main growth strategies: concentration, diversification and vertical integration; considers the variety of each strategy such as related and unrelated diversification, forward and backward vertical integration; gives a thorough material on the development of scientific conception in the sphere of strategic marketing. The subject of the research is the meat processing industry of Krasnodar region, which includes more than 20 enterprises which used different development strategies. The result of the research is that 5 of them were liquidated due to various reasons, 5 meat processing factories became a part of huge holdings or group of companies as a diversified business direction (department). And in the frame of their own departments they practice both a vertical integration strategy and a concentration one. The others use a vertical integration strategy both of related and unrelated type and only 2 of them are part of full-cycled vertically integrated holdings (including all participants of the process fr om production of forage and cattle breading to the shop wh ere the produced goods will be sold). According to the research the author underlines a wide practical use of growth strategies depending on the company size and resources. The companies could make use of the complex of all the strategies in respect to the specific business division.

Key words: growth strategies, strategic marketing, diversification, vertical integration, concentration, resource concept, value forming chain.

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