Algorithm for developing a marketing strategy in the B2C market on the example of a national Russian brand
Ilina, Nadezhda (2021)
Diplomityö
Ilina, Nadezhda
2021
School of Engineering Science, Tuotantotalous
Kaikki oikeudet pidätetään.
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi-fe2021110253324
https://urn.fi/URN:NBN:fi-fe2021110253324
Tiivistelmä
Marketing strategy is a defining guideline for any company, especially for a company that works with the final consumer. Surprisingly, few attempts have been made to develop an algorithm that would be universal for developing a marketing strategy in the B2C (business-to-consumer) market. This study attempts to fill this gap by developing a ready-made model and describing a step-by-step action plan. The study focuses on a qualitative and research nature and is based on two methods: (1) a structured study of the literature to obtain context and (2) a case study method for implementing an algorithm for developing a marketing strategy using the example of Tubatay company. The completed algorithm consists of a chain of prescribed step-by-step actions with a selected analysis and marketing tools at each stage. The developed algorithm can be used by the top management of the company to develop a marketing strategy, improve strategic processes, and also as an additional test of the effectiveness of the current marketing strategy.
Kokoelmat
Samankaltainen aineisto
Näytetään aineisto, joilla on samankaltaisia nimekkeitä, tekijöitä tai asiasanoja.
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