STRATEGIC ANALYSIS OF THE EXTERNAL ENVIRONMENT OF THE COMPANIES OF THE FITNESS INDUSTRY OF THE VOLOGDA REGIONAL SECTOR (ON THE EXAMPLE OF THE COMPANY "METEORITE GROUP")
The article is devoted to the study of the main issues of the formation of the company's strategy under the influence of external factors of Russian goods and services of the health and beauty industry (H&B). The versatility of the health and beauty industry speaks of its broad focus. The purpose of this article is to study the mechanisms of dependence of the formation of the company's strategy on the internal and external environment on the example of “Planet Fitness” (representative of the industry level) and “Meteorit Group” (representative of the regional level). The article sets the following tasks: analyze the external environment of the fitness industry at the macro level, industry level, level of strategic groups and individual competitors, evaluate opportunities and threats, assess the impact of macroeconomic variables on the strategies of the companies under consideration, show the importance of industry dynamics, display the essence of scenario planning, to consider the company "Meteorit Group" from the point of view of the resource approach, to analyze its analysis, to identify their competitive advantages, to conduct an analysis of the side-consistent.