The purpose of this study was to study the mechanisms of the dependence of the formation of a company’s strategy on the internal and external environment using the example of “Meteorite Group” (as a representative of the Vologda regional sector) and “Planet Fitness” (as an international representative of the health and beauty (H B) industry), analyze consumer behavior in the Russian market of H B goods and services, identify factors that affect this industry and segmentation, show the difference in approaches to building a strategy at the regional (for example, «Meteorite Group» ) and industry («Planet Fitness») levels.