Strategy and Positioning of the Grattol Company

Russian Grattol manufacturing company has been on the market for more than 10 years and is widely represented in the regions of Russia and is gradually developing in the CIS. The last 5 years have been difficult for the company, there were several precedents, such as COVID-19 and the beginning of SWO, which had a negative impact on the company's sales, namely: the revenue fell by about 2 times. The fall in revenue is a consequence of certain circumstances not only outside the company but also inside the company, the company was not prepared for the shocks, so the result was a fall in revenue. The purpose of this paper is: Given the peculiarities of the situation to develop a strategy for the company and to think about its further positioning in the changed market. The objectives of this paper will include: 1. analyze the current market situation, the company's customers, opportunities, mistakes. 2. Finding the true problems within the company, ranking them and concentrating on the most influential at the moment on the situation 3. Providing a solution and recommendations for the company. 4. Strategically solving the problem and positioning the company in its new "time" in the market. As a result, as the main vector was chosen the development of marketing strategy for the "relaunch" of the collection to be launched in the new market, and as positioning of the brand and the company as a whole was chosen the course of getting closer to the consumer and greater openness with the delivery of its competitive advantages.