“The Features of the Strategic Planning For the Taxi-Service Market by the Example of "Dubrovka"”

Key words: STRATEGY, STRATEGIC PLANNING, TAXI, B2B, B2C.The aim of the research is to develop the right strategy for the company «Dubrovka».In order to achieve this purpose the following objectives should be accomplished:1)To study different types of strategy and the methodology of developing the strategy. 2)To describe the features of B2B-sector at the taxi-market are described in the second part. 3)To analyze the internal and external company`s environment/The analysis is conducted by using such methods as SWOT, Five Forces of Michael Porter model, Product-Client Matrix, interviews and market-research.The object of this research is the company «Dubrovka». The subject is the strategy planning for the company.The study of the theoretical and methodological basis has helped to develop a series of recommendations: 1.To focus on the work with B2B sector. With the help of working out loyalty schemes, creating new services and eliminating some drawbacks it will be possible to consolidate the existing client base and to reach new corporate clients. 2.Not to decrease the share of individual clients considerably offering them improved services. 3.To increase clients’ awareness of the company’s additional services. It will help to justify higher prices and attract more clients.4. To pay more attention to social media marketing (SMM). The company already has its page in the social network, but it is not updated regularly. It is recommended to publish not less than three pieces of information a day. 5.To improve punctuality. Late arrival of the taxi should be compensated by an additional discount up to 30 % of the total cost of the ride. 6.To maintain constant GPS navigation.7.To restructure and upgrade the dispatch service. In order to motivate staff it is necessary to implement the system of fines and bonuses for their performance. 8.To focus on the possibility of ordering a taxi via the Internet. The clients should be informed and able to easily access this service: to modify the work of the internet page and to create its own app for smartphones.The work consists of 85 pages, introduction, 3 chapters, 15 paragraphs, conclusion, bibliography and 1 appendix, contains 8 tables, 12 figures, 50 references.