Development of Company’s Competitive Strategy Using the Tools of Guerilla Marketing

Key words: guerilla – marketing, strategy. The aim of the research is to develop the elements of company’s competitive strategy using the guerilla – marketing tools. In order to achieve this purpose the following objectives should be accomplished: 1) To analyze current practices of guerilla – marketing in industry. 2) To research the perspectives of usage of guerilla – marketing tools in industry. 3) To analyze the main trends on the market 4) To analyze the marketing problem in the company 5) To conduct and analyze expert interviews 6) To develop the elements of company’s competitive strategy using guerilla – marketing tools The analysis is conducted by using such methods as Case – Study research, Expert interviews, Content – analysis of resources. The object of this research is closed joint stock company “ABI Product”. The subject is competitive strategy of the company. The study of the theoretical and methodological basis has helped to develop a series of conclusions: 1. All of the companies on the market are under the pressure of external forces on which they can’t influence directly. The impact occurs as a result of their actions 2. Every company choose the strategy in accordance with it’s position in the market. If the company will pursue a strategy of higher level, most likely it will lead to decline. 3. Guerilla – marketing helps to solve a number of marketing problems and get advantages over the rivals. It’s tools can’t be exceptional, but provides additional advantages. 4. On the FMCG – market customer loyalty is very low, so companies have to develop more creative methods to attract customers. The work consists of 76 pages, introduction, 3 chapters, conclusion, bibliography and 14 appendixes.