STRATEGIC ANALYSIS OF THE KALININGRAD BRANCH OF THE MOVEMENT OF THE FIRST IN THE CONTEXT OF AN EDUCATIONAL STRATEGIC ALTERNATIVE

Abstract

The strategic analysis of the Kaliningrad branch of the Movement of the First, conducted to determine a strategic alternative to interaction with the education system, showed that the organization, established in 2022, demonstrates a positive growth trend in the number of participants and a variety of activities. However, despite the successful involvement of participants and government support, the organization faces high levels of competition and threats from similar children’s public associations. The PEST analysis revealed that political factors, such as government support, have a positive impact, while technological and social factors create certain challenges, including low awareness of the organization’s activities and existing stereotypes. An internal analysis using the SNW method showed that the organization has strengths such as a wide range of projects and competent employees, but also faces challenges including high staff turnover and insufficient marketing activity. The SWOT analysis allowed us to identify strategic alternatives aimed at improving the image, developing unique projects and enhancing interaction with the parent community. In general, for the successful development of the Movement of the First, it is necessary to focus on increasing the uniqueness of projects and improving the internal environment, which will allow the organization to strengthen its position in the market of children’s public associations.