Development of Recommendations for Improving Marketing Strategy of Online Shop on Disability Market

The purpose of this research is to develop recommendations for improving marketing strategy of online shop on disability market. The object of the research is the e-store of rehabilitation equipment “Rehabilitique”. Recommendations for improving marketing strategy were developed based on analysis of consumer behavior and benchmarking research competitors’ practices, conducted after literature review, expert interviews, analyzing materials from the sites of competitors. Following methods of research were used: a survey of the target audience and interviewing clients of online store Rehabilitique, expert interview with the management of an e-store, benchmarking the best practices of the market, a SWOT analysis, a PEST analysis, Porter's five competitive forces, "Mystery shopper". Specific of marketing strategies on e-commerce market was revealed and substantive content of the elements of the marketing mix on the e-commerce market was developed. The analysis of consumer behavior on the market of rehabilitation equipment showed the most notable e-store attributes. The data obtained allowed to develop еру program marketing activities for online shop Rehabilitique and define the priorities according to the analysis of their effectiveness.