ozon stage 1

1.

Ozon
Stage 1: Situation
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2.

Stage Overview
The purpose of this stage is to evaluate the company’s current position before defining strategic goals.
It includes:
• Analysis of the external environment
• Industry and competitive analysis
• Internal company analysis
• Identification of key success factors
Strategic decisions must be based on objective analysis of the company’s current situation.

3.

External Environment Analysis
Ozon operates in a dynamic macro-environment influenced by:
Political / Legal Factors
Social Factors
• E-commerce regulations
• Growth of online shopping
• Trade restrictions
• Increased demand for fast delivery
Economic Factors
Technological Factors
• Inflation
• AI and data-driven personalization
• Changes in consumer purchasing power
• Automation in logistics
The macro-environment directly affects operational costs, consumer behavior, and competitive
strategy.

4.

Industry & Competitive Environment
The e-commerce industry in Russia is:
• Highly competitive
• Price-sensitive
• Rapidly developing in logistics
Main competitors:
• Wildberries
• AliExpress
• Яндекс.Маркет
Competitive pressure is strong,
especially in pricing, delivery speed,
and seller conditions.

5.

Key Success Factors in the Industry
For marketplace platforms, critical success factors include:
• Efficient logistics network
• Strong brand recognition
• Large product assortment
• Competitive pricing
• High-quality customer service
• Technological innovation
• Effective seller support system
Companies that perform well in these
areas gain sustainable competitive
advantage.

6.

Internal Analysis
Ozon’s internal capabilities include:
• Developed logistics infrastructure
• Platform-based business model
• Data-driven marketing and personalization
• Multiple revenue streams (commissions, advertising, services)
Potential challenges:
• Pressure on margins
• High operational costs
• Dependence on competitive pricing
Internal analysis helps identify
strengths and weaknesses before
strategy formulation.

7.

Conclusion of Stage 1
The Situation Analysis shows that:
• The market is competitive and price-driven
• Technological innovation is essential
• Operational efficiency is critical
• Strategic differentiation is necessary
This analysis forms the foundation
for the next stage: defining strategic
problems and objectives.