Development of strategic promotion plan for the Dancing School "Royal era"

<p align="center"><strong>Abstract</strong></p><p>This diploma work is composed of introduction, three chapters (theoretical part, analytical part and author&rsquo;s recommendations of strategic activities which are essential for the firm&rsquo;s promotion), conclusion, bibliography and two annexes. For accomplishing this diploma work the author involved 32 sources of information, including 6 Internet-sources.</p><p>Introduction includes the problem statement and topicality of the issue pertaining to the subject of &ldquo;Development of strategic promotion plan of Royal Era&rdquo;, as well as the aim and objectives are mentioned, subject and object of the research are defined.</p><p>The aim of the research is the analysis of the current marketing policy of the School of dancing Arts &ldquo;Royal Era&rdquo; and proposition of recommendations for development and implementation middle-term marketing strategy of Royal Era.</p><p>In order to achieve the established aim following objectives were considered:</p><p style="margin-left:1.0cm;">v&nbsp; Analyse existing theoretical aspects of strategic planning.</p><p style="margin-left:1.0cm;">v&nbsp; Analyse price and marketing strategies of the closest rivals of Royal Era.</p><p style="margin-left:1.0cm;">v&nbsp; Carry out marketing audit of current market position of Royal Era.</p><p style="margin-left:1.0cm;">v&nbsp; Compare current and supposed marketing policies of Royal Era with the policies of the closest rivals, thus distinguishing its competitive advantages.</p><p>In the theoretical part aspects of strategic planning and strategic management are elucidated. It also includes definitions of the key terms, different classifications of marketing management and methodologies of strategic alternatives choice. In addition, detalisation of the process of marketing planning with the usage of contemporary models and matrixes is provided. Different types and methods of marketing research conduction are observed, their classification and scopes are mentioned.</p><p>In the analytical part analysis of the firm&rsquo;s current marketing policy is carried out, estimation of its effectiveness based on the results of the marketing research is also provided. It gives an opportunity to compare the strategy of Royal Era with the strategies of the closest rivals and to elucidate the key factors of success which are significant for the firm development and for the customers when they choose a particular dance school. The author examines macro environment of the firm and market conjuncture in the whole, he estimates the level of competitiveness and type of competitive strategy implemented by the firm.</p><p>In the final part recommendations are developed, which include the number of strategic actions which are essential for further more efficient promotion of Royal Era and development of its strategic promotion plan.</p><p>Conclusion is dedicated to the major inferences done throughout the entire diploma work.</p>