The purpose of this article is to uncover the specifics of developing a devel-opment model for a Russian company in the face of external environmental instabil-ity, which arises under the influence of various external and internal factors in the global market. The objective of the study is to analyze a model that enables man-agement to ensure the company's effectiveness in the face of market uncertainty. The theoretical and methodological basis of the work is provided by general scientific methods of analyzing, synthesizing, and comparing information from published sources on enterprise management strategy. The study identified social, geographic, and international factors that directly influence company operations. An analysis and assessment of the industry was conducted, primarily involving a study of market of-ferings based on a consideration of quantitative and qualitative indicators of compa-ny performance. The influence of suppliers, competitors, and consumers on the sta-ble operation of the company was determined, which directly influences the for-mation of the company's development model.