Developing a Growth Strategy for the Company X in the Regional Market of Bakery Products Manufacturing

Bakery products are products of daily demand and this is one of the "eternal" niches for business, which is relevant at any time. These goods are strategic, as they play a crucial role in ensuring the country's food independence and security. According to Rosstat statistics, bread consumption in Russia in 2018 per person was 116 kg per year, and in 2022 it was already 113 kg. However, as the Russian Guild of Bakers and Confectioners notes, this value is 17 kg more than the recommended norm. Moreover, by the end of 2022, the bakery market in Russia grew by 15.5% to 990 billion rubles, which is due to a decrease in disposable incomes of the population and a change in the structure of nutrition due to cheaper products. These indicators set new standards in the relevant market. The company "X", which is considered in this paper, has been successfully operating since 1997 in Saratov, having gone through many economic crises, but in recent years the demand for products has fallen due to increased competition, so the company needs to search for new sales channels, expand the range in connection with market demands and position the product as a national brand. The bakery company has long been a popular brand among residents of Saratov, but in recent years its popularity has begun to decline in favor of small bakeries and bakeries at retail stores due to easy accessibility. In order to increase the customer base and increase competitiveness, companies need to expand sales channels, follow existing market trends, and continue to develop their competitive advantage. That is why the goal of the project is to develop a growth strategy for the company. A strategy should increase the company's revenue and market share, as well as bring it out of a state of stagnation. All business processes in the company are well organized, there is a stable profit, but if certain actions are not taken, then the company may begin to decline due to the fact that the market dictates different conditions. Thus, it is possible to define the structure of the work: Chapter 1. This chapter is intended to analyze the market and the company's activities: its characteristics, the general state of the market. The main problem of the company is identified and the existing ways of increasing the competitiveness of the company are considered. Chapter 2. In this section of the work, the concepts of strategy and competitive strategy are considered, trends are identified, bread consumption in different countries is analyzed and the prospects for the development of the market as a whole are considered. Chapter 3. The section is aimed at forming our own practical recommendations for the further development of the company. The economic efficiency of the project is also calculated.