Development of the Positioning Strategy for the company as an Example of "Optima" optics
Student: Mishina Svetlana
Supervisor: Olga Gaponova
Faculty: Faculty of Management (Nizhny Novgorod)
Educational Programme: Master
Year of Graduation: 2014
<p align="center">Federal state Autonomous educational institution of higher professional education</p><p align="center">National research University</p><p align="center">Higher school of Economics</p><p align="center">Faculty of management</p><p align="center">The Department of General and strategic management</p><p align="center"> </p><p align="center"><strong>Annotation</strong></p><p align="center"><br />for the master's thesis on a theme:<br /><strong>"DEVELOPMENT OF THE POSITIONING STRATEGY FOR THE COMPANY AS AN EXAMPLE OF "OPTIMA" OPTICS </strong><br /><br /><strong>Mishina Svetlana Igorevna </strong></p><p> </p><p>The relevance of the theme is caused by that in current market conditions, every company needs a strategy that will allow them not only to form the image of the trade mark (product) in the minds of consumers, but will maintain this position for a long time. The relevance of this work for the company optics "Optima" is that nowadays the market of optical services are poorly investigated, almost there is no data about the market of optics in Nizhny Novgorod. This research allows the company to study consumers, competitors and understand trends on the market in general, and on the basis of these data to develop successful positioning strategy.</p><p>The aim of this thesis is to develop a positioning strategy of the company "Optima" on the optical market of Nizhny Novgorod on the basis of the adapted algorithm. In accordance with the stated objective, there were formulated the following tasks:</p><p style="margin-left:49.65pt;">1. To study, analyze and summarize theoretical developments of Russian and foreign scientists concerning the positioning strategy of the company.</p><p style="margin-left:49.65pt;">2. To identify key errors and problems of positioning, based on the practical experience of Russian and foreign companies.</p><p style="margin-left:49.65pt;">3. Propose the algorithm of development of the positioning strategy of the company on the optical market.</p><p style="margin-left:49.65pt;">4. To carry out the research of optical market, the analysis of consumers and competitors in Nizhny Novgorod.</p><p style="margin-left:49.65pt;">5. To define target segments of consumers and parameters, on the basis of which will be based positioning the company "Optima" on the market.</p><p> </p><p>The object of research is the Nizhny Novgorod market of optics. Subject of research – the non-price parameters of positioning strategy of the company. The scientific novelty of this work include in the following: first, a comprehensive algorithm of developing positioning strategies, adapted to the market of optical services; secondly, the resulting primary empirical data about the market of optics.</p><p>Among the methods of research which were used in this work were the following: study and analysis of special and scientific literature, analysis of internal documentation, observation, questionnaire survey, a study by the method of focus groups, analysis of information from external sources such as the media.</p><p>The structure and scope of the thesis. The work includes an introduction, three chapters, conclusion, bibliography and annexes. The text of the thesis is 100 pages, bibliographic list includes 50 sources.</p><p>In introduction there are the urgency of a theme, scientific novelty, practical importance, defined targets and formulated the tasks, put forward the hypothesis that the specified object and subject of research.</p><p>In the first Chapter of the work reviews the concept of "positioning" and "strategy", the basis for the definition of " positioning strategy"; determined the role and place of positioning strategies for modern organizations; described the basic strategies of positioning, their advantages and disadvantages; also on the basis of practical experience of Russian and foreign companies dismantled bugs and problems of positioning: the algorithm of developing positioning strategies, adapted to the market of optical services.</p><p>In the second Chapter there is the analysis of the market of optics in Nizhny Novgorod. It consists of the analysis of consumers, analysis of competitors and the market in general.</p><p>The third section of the paper contains a description of activity of the company optics "Optima", internal analysis and handling of challenges it faced. Next on the basis of the collected and analyzed information on the Nizhny Novgorod market of optics there were developed the positioning strategy of the company and presents a plan for its implementation.</p><p>In conclusion, there were summed up all findings.</p>
Student Theses at HSE must be completed in accordance with the University Rules and regulations specified by each educational programme.
Summaries of all theses must be published and made freely available on the HSE website.
The full text of a thesis can be published in open access on the HSE website only if the authoring student (copyright holder) agrees, or, if the thesis was written by a team of students, if all the co-authors (copyright holders) agree. After a thesis is published on the HSE website, it obtains the status of an online publication.
Student theses are objects of copyright and their use is subject to limitations in accordance with the Russian Federation’s law on intellectual property.
In the event that a thesis is quoted or otherwise used, reference to the author’s name and the source of quotation is required.