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Development of communication strategy of start-up based on example of Eiementaree

Student: Petrushkevich Yana

Supervisor: Vera Alexandrovna Rebiazina

Faculty: Faculty of Management

Educational Programme: Master

Year of Graduation: 2014

<p align="center"><strong>Abstract</strong></p><p align="center">of master thesis</p><p align="center">&nbsp;&laquo;Development of communication strategy of start-up</p><p align="center">based on example of Elementaree&raquo;</p><p align="center">Yana Petrushkevich</p><p>&nbsp;</p><p>Communication strategy is one of the most important aspects of marketing and obligatory element of the marketing complex, which aim is to involve audience into the activity scope of the company and without which, even if the other elements of the marketing complex are managed perfectly, the realization of marketing strategy is impossible. Marketing communications are significantly important for start-ups, since the ability to find the ways which are reproducible and can be scaled to attract customers determine the market success of an interesting idea. At the same time, start-ups usually do not possess experience of interaction with audience and are placed into the conditions of high uncertainty and limited financial, time and human resources. As the result, start-ups are not able to use the whole spectrum of the communication tools and more often reject their assumptions about effective ways to attract customers after checking in action.</p><p>The problem of communication strategy development for start-ups is that all the accepted and developed in marketing approaches to marketing communication managing and advancing, which are the part of the marketing, are not adopted for start-ups and that&rsquo;s why cannot be applied&nbsp; as the marketing communication basis in practice. So, some new approaches to start-up managing were built in the information media, which are based on experiment experience and spread in internet-blogs, not in scientific journals.</p><p>The aim of this research is communication strategy development for Elementaree start-up, which works at the foodstuff market. Correspondingly, the subject of research is marketing communications, the object of research is Elementaree start-up. In order to achieve mentioned aims the following tasks are set:</p><p>1.&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; Make an analysis of the existing theoretical models of the marketing communications and approaches to the communication strategy development.</p><p>2.&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; Adopt accepted in marketing process of communication strategy development for start-ups considering the start-up researches and expert comments in the scope of start-up development.</p><p>3.&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; Make a research of consumers, direct rivals and marketing communications of the start-up Elementaree, necessary for taking decisions at all stages of the communication strategy development for start-ups.</p><p>4.&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; On the basis of gathered empiric data and revealed principles of the successful marketing communication develop the strategy of communication&nbsp; for start-up Elementaree development.</p><p>The most important part of this research is the practical aspect, since the recommendations for marketing communication realization in the scope of foodstuff will be developed. The research also possesses theoretical newness: theoretical approaches, which are usually beyond the object of research of the start-up management have been consolidated. The methodological importance of this research is that not only standard methods of finance effectiveness calculating, but also the other resources which have significantly high importance for start-ups (time, human resources, etc), will be used for effectiveness estimation of the communication channels.</p><p>The structure of the work corresponds with the set tasks: in the first chapter the integrated model of marketing communications is represented and the main elements of marketing communications are described and then the points of communication strategy are considered in accordance with the elements. Then the main models of start-up managing and the start-up marketing peculiarities are analyzed and in accordance with this the corrected process of communication strategy for start-ups is represented. The practical tasks are solved in the second chapter &ndash; the practical realization of the developed process of communication strategy creation is shown on the basis of start-up Elementaree, based on the results of empiric researches.</p>

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