STRATEGIC MANAGEMENT: A CLASSIC CONCEPT OR A TOOL FOR COMPANY DEVELOPMENT

Abstract

The article examines the application of the concept of strategic management as a methodological tool for creating an additional competitive advantage. It has been established that the choice of a company’s location can ensure competitive stability from the standpoint of forming strategic management. Scientific research in the field of choosing a company location is fragmentary; in practice, the discovery and selection of a location is carried out intuitively. The proposed concept was tested using the example of choosing the location of a Korean cosmetics store in Belgorod. The study made it possible to determine the strategic factors of the attractiveness of objects: marketing (pricing policy, service and interior) and geographical (availability of parking, number of infrastructure facilities), digital (information processing of spatial data). The optimal location option for opening a MYSKIN store in the city of Belgorod has been determined.