This research seeks to address the developing anticrisis measures for a company in sport industry. Conclusions are based on the analysis of external macro-environment, market condi-tions, product portfolio and internal environment and the main output of this analysis is the ne-cessity to change the primary market and the product. On the basis of the policy measures, ob-tained from SWOT analysis, we have drawn up three-layer Memorandum of strategies, that provides three scenarios of crisis development.
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Alekseev et al. (2024) studied this question.
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