  Modelling all possible life cycles of a company in a highly competitive
economic environment gives a significant advantage to the owner in his business
investment activities. This article proposes and analyses a dynamic model of a
company's life cycle with known action costs and transition probabilities, that
can be affected by an outside influence. For this task, the Markov model was
utilized. The proposed model is illustrated on a task of determining an
advertising policy for a car dealership, that would increase the stock equity
of a company. The result demonstrates the usefulness of a model for use in
determining future actions of a company. We also review multiple models of the
influence of outside factors on a company's total capitalization.
