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The Analysis and Improvement of "SunPoint Tanning Studios" Marketing Strategy

Student: Barinova Daria

Supervisor: Elena Korchagina

Faculty: Faculty of Management

Educational Programme: Marketing Technologies (Master)

Year of Graduation: 2016

This master's project is dedicated to the analysis and improvement of the current marketing strategy of a large tanning studios network in St. Petersburg. The aim of research was to identify problem areas in the company’s marketing strategy and to develop relevant recommendations for its’ improvement. In the first chapter of the master’s study, the theoretical, organizational and methodological aspects of strategic marketing were investigated: the definition of a marketing strategy, the analysis of the elements of enterprises’ internal and external environment, wherein, special attention was paid to the analysis of the characteristics of the stages of the marketing strategy’s development process and marketing mix for services companies. The second chapter presents the general characteristics of the studied company, the analysis of tanning services’ market, on which the company is operating, internal and external marketing audit of the company and analysis of its’ current marketing strategy. In the third chapter, the author analyzed the obtained results of the research methods, relevant for the project, and provided recommendations for the improvement of «STP» strategy and marketing mix «7P». The empirical basis of this research consists of primary information, obtained in the course of the selected methods: qualitative – in-depth interviews with representatives of the company's top management and focus group with its’ target audience, and, in turn, quantitative – a survey of company’s staff and survey of tanning services market’s customers. From the secondary information we can highlight desk research methods – the analysis of the company’s internal sources of information. The author has made conclusions on the studied and analyzed material and moreover, has designed a plan of recommendations for marketing strategy’s improvement. The results will be used in the future in order to solve the identified problems of the analyzed company’s marketing activity.

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