Кравченко Софья Дмитриевна
Development of Marketing Strategy on the Basis of Consumer Database Analysis
Customers are extremely important assets for all types of companies. Aim of our research is to reveal that real companies can implement particular scientific researches in order to increase their profitability not only in theory but also in reality. Analysis of customer database of currently existing Russian logistic company allows us to propose a kind of price discrimination strategy that reveals what discounts should be given to different groups of customers on the basis of their loyalty and utility. We evaluated in the course of our analysis that investigated firm should reconsider its policy towards discounts offered to customers. We suggest that company should offer significantly higher amounts of discount in terms of shipped cargo volume.