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FMCG-companies Marketing Strategy Adaptation to Current Economic Conditions in Russia

Student: Timokhina Polina

Supervisor: Vera Alexandrovna Rebiazina

Faculty: Graduate School of Business

Educational Programme: Marketing (Master)

Final Grade: 8

Year of Graduation: 2016

Nowadays the world economy characterized by the growing influence of multinational companies, the expansion of business to developing countries. Economic and political changes in Russia requires companies for developing and implementing new adapted approaches and instruments for business and marketing strategies. Therefore, the main problem of this study is the marketing strategies adaptation of cosmetic FMCG-companies to current economic conditions in Russia. There many studies devoted to the FMCG-market and marketing strategies, but few of them devoted to adaptation of marketing strategy to external conditions. The research methodology presented by mixed research consisting of two successive stages. First stage is qualitative research, which the main purpose is to find all factors that influenced marketing strategy in current economic conditions. Second stage is a quantitative research aimed at assessing the impact of factors on marketing strategy. The scientific novelty of this study consist in practical recommendations for the cosmetic companies how to adapt the marketing strategy to current economic conditions in Russia. Key words: marketing strategy adaptation, FMCG, developing countries, economic crisis

Full text (added May 22, 2016)

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