Concept of Forming the Digital Strategy for Business Structure Development

Abstract

The purpose of the research is to specify the necessity of strategic planning in the development of digital economic systems in today’s changing conditions. As the most efficient and promising area is digital space, at present every company has to focus on a strategy of its development in the digital environments. In the current economic situation, planning and forecasting of company actions in the digital space is extremely urgent. In order to achieve the research goals, the authors studied the literature on strategic planning in enterprises and development of the digital promotion strategy, and they analyzed efficiency of the tools necessary for digital promotion. In addition, the authors studied theoretical issues of digital marketing, found out key advantages and disadvantages of the methodology of strategic planning undertaken by international companies. Consequently, the outcome of the research has been the algorithm of the company’s digital promotion strategy. The paper represents the analysis of several major international and Russian companies, the methodology of their strategic planning. It considers how a business strategy is implemented in the digital environment. The methodological basis of the study is a complex of methods, which is determined by its interdisciplinary type. Thus, the main method of the study is the qualitative comparative analysis. In the course of the research, the authors worked out the algorithm of creating the digital promotion strategy. This algorithm is adapted to specifics of the company’s activity with allowance for its individual features. Implementing the developed strategy, it should be noted that every stage of the strategy is mandatory, and only the complex step-by-step implementation can most likely lead to a positive result. It is also important that the promotion strategy in the digital environment should reflect the general strategy of the company development on the market, with no contradictions.