The Impact of Marketing Activities on the Characteristics of Distribution Chains

Student: Grigorev Dmitry

Educational Programme: Applied Economics (Master)

Year of Graduation: 2016

This paper analyzed the impact of trade marketing activities and chain stores characteristics on the secondary sales of Hayat Marketing. The method of investigation is panel data analysis. HAYAT Holding was founded in 1937. Hayat is one of Turkey's most successful enterprises. Today it consists of 25 different sections in the fields of mining and wood processing, construction, power generation, port operations, as well as in the FMCG sector. In this paper, we consider the company's operations in Russia in the FMCG sector. The study revealed significant factors influencing the sales of distributors. In paper, it was revealed the most effective products and retailers formats in terms of sales. Empirical results can be used for current business only since the company is at the stage of development and has started production in Russia in 2015. This work may serve as a basis for more in-depth study on the future data.

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