The Marketing Strategies of South Korean Conglomerates on the Russian Market Based on Case Study of Huyndai and Samsung

The research topic of this bachelor thesis is the marketing strategies of South Korean conglomerates on the Russian market based on the case study of Hyundai Motors and Samsung Electronics. The goal of the research is to find out whether the mentioned companies use the holistic marketing approach in their work. Part one of the thesis discusses the orientation of the companies on the consumer market and focuses on such areas as company orientation towards marketplace, relationship, integrated, internal and performance marketing. Part two looks into the way the marketing strategies are developed with the emphasis on corporate and division strategic planning. In part three products, services and brands of these companies are discussed, and the way the customer value is build is determined. In the result of the research it was found out