Analysis of Problems and Improvement Strategies of Brand Positioning

The current research is devoted to the topic “Analysis of Problems and Improvement Strategies of Brand Positioning”. Strategy based on the analysis of the market may fundamentally influence the efficiency of a company. Still there is lack of academic papers devoted to the topic of positioning strategy improvement. Present study examines the medical company “Kitaiskii Tsentr Zdorovia” and proposes new and improved positioning strategy. First, a questionnaire and an interview are used to collect data about current position of the company. There is no doubt that customers’ opinion about the brand and competitive advantages of the company determine successful operation on the market. This is the reason why analysis concentrates mostly on these parts. Then, the directions for improvement of the marketing department operation are suggested. The advanced strategy is expected to be implied for further development of the clinic. What is more, it can serve a basis for the further investigation of the stated problem.