Strategic management of furniture enterprise development in a competitive market

Relevance. The need to develop adaptive strategies for furniture companies in the face of increasing global competition, digitalization, and stricter environmental requirements is particularly relevant for the Russian market following changes in international economic relations.
The purpose of the study is to develop and substantiate strategic approaches to the development of a new furniture company in a competitive market.
Objectives: conduct a comprehensive SWOT and PESTEL analysis of the furniture company's environment, identify its key competitive advantages, and, based on this, develop strategic development strategies that combine innovation, environmental friendliness, and digitalization.
Methodology. The paper used SWOT analysis to comprehensively assess the activities of a furniture company, which allowed for identifying the company's internal strengths and weaknesses. Additionally, the paper employed PESTEL analysis to examine key macroenvironmental factors, as well as Porter's competitive strategy concepts and modern approaches to sustainable business development.
Results. The analysis showed that the key factors for the sustainable development of a furniture enterprise are the high environmental friendliness of products, the widespread use of certified environmentally friendly materials, the active introduction of innovative technologies for design and production, as well as the digitalization of key business processes. A comparative analysis with the practices of leading global companies in the industry (IKEA, Poliform, Calligaris) confirmed the high efficiency of differentiation strategies, a focus on sustainability, and deep digitalization of both production and sales channels.
Conclusions. Strategic management of a furniture company in a competitive market must combine innovation, sustainability, and digitalization. The proposed strategic analysis model can be used when creating new businesses and developing recommendations for managers and investors.

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