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National Research University Higher School of EconomicsStudent ThesesRecommendations to Change Sales Strategy of the Electrotechnical Company on the Example of ООО "Innovation"

Student
Title
Supervisor
Faculty
Educational Programme
Final Grade
Year of Graduation
Maksim Bobrov
Recommendations to Change Sales Strategy of the Electrotechnical Company on the Example of ООО "Innovation"
Faculty of Management
Master’s programme
2014
The OOO "Innovation" company is a large, international manufacturer of high-tech accessories of elements which are used by hardware manufacturers worldwide.In this work author carries out the analysis of ways OOO "Innovation" manages its sales channels in four market segments.Current situation can be described as follows:• In sales channels there are the processes hindering achievement of planned profit indicators• The high-tech elements having advantages over competitors, have problems with implementation on the market• The amount of installed base of the equipment has a great impact on the purchase decision of main market players• There are contradictions and misunderstanding between the participants influencing the sales channel.ObjectivesThe purpose of this paper is to develop recommendations to change sales strategy and to create an influence on sales channels to eliminate problems and increases company’s sales.Research tasksThe tasks of the paper are to study the existing principles of a company’s performance and to create ways to influence the market players, which will allow to reach the strategy targets.ObjectObject of the analysis - sales channels of the researched region, market.SubjectSubject of the analysis are the influence methods on sales channels which will increase company presence on the market.Problem of researchProblem of the research is uncertainty in achievement of the objectives defined in vision 2018 as current methods of work are leading to the opposite effect - loss of a market share.Research questions1. How to carry out the market analysis?2. How do the sales channels of the researched region look like?3. What communication strategy is used in a sales channel?4. How participants of a sales channel make the decision on purchase?5. What methods of stimulation are used in sales channels?6. How to evaluate economic effect of strategy implementation? Research methodsIn this research the following research methods will be used.• Observation• Desk researches• Analysis of company’s documents• Synthesis• Induction• DeductionFor process descriptions occurring in sales channels a Push-Pull strategy concepts will be used, I.Adizes organization lifecycle model, Porter's value chain, models of sales channels according to Jean Jacques Lambin and Philip Kotler, models of purchase decision-making and the methods of market stimulation.

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