Development of the Etalon Group Strategy

This thesis is an investigation into the development of a strategy for the Etalon Group. In light of the predicted refusal of mortgage programmes with state support, reduction of purchasing power and housing affordability, as well as growth of production costs and development of personnel deficit in the construction industry, it is necessary to determine the future direction of the Group's business development. The research is based on diagnostics of the current state of the business and analysis of the external environment. The work considers key aspects affecting strategy development, such as analysing the competitive environment and trends, defining the goals and strategic priorities of the Etalon Group, developing strategic initiatives and their evaluation. Expert interviews were conducted to identify the most acute trends in the industry and to form a vision of the industry's development, enabling conclusions to be drawn about the directions of its development on the strategic planning horizon. The work also offers recommendations on strategy implementation and mechanisms for controlling its implementation. The findings of this study can be utilised by the Etalon Group to inform the development and updating of its own strategy, as well as by strategic consultants as a basis for their own research.