Strategic Analysis of the Advertising Services Market in Perm with the Purpose to Create a New Business Structure

The topic of the graduation paper is: «Strategic analysis of the advertising services market in Perm with the purpose to create a new business structure». Advertising is the dynamic business area with a high level of competition. Consequently, it is significant to carry out the strategic analysis of the advertising market for creating a long-term and competitive business. In the theoretical part of the graduation paper I described the tools of strategic and competitive market analysis, as well as the main approaches of building business models. In the research part I analyzed the advertising services market in Perm by using the following tools: PESTEL - analysis, Industry life cycle, Industry drivers, Degree of turbulence, Porter’s 5 forces model, Four links analysis, Key factors of success and Strategic groups. Based on the findings of marketing research, I developed a concept of the advertising agency specializing in non-standard and effective advertising. Also, I analyzed the financial highlights of the investment project and conducted the risk assessment. The practical value of this paper lies in the fact that the developed business plan can be applied as a foundation to create an advertising agency, which will fill a vacant niche in the advertising services market in Perm.