An Approach to the Transaction of the Offline Shop to the Online Environment

Student: Akhmetzianov Roman

Supervisor: Irina N. Shafranskaya

Faculty: Faculty of Economics, Management, and Business Informatics

Educational Programme: Management (Bachelor)

Year of Graduation: 2016

The wide spread occurrence of the internet is proved by many scholars. People are buying goods online increasingly frequently. On this account the need of examination the best way of distribution the product through the different channels has been appeared. «Rider» store has had this need because of low sales. The reason of low level of sales is old target customer. Thereafter, a number of analyses were held, which contains: PEST-analysis, SWOT-analysis, competitor and consumer analyses. On the base of the results of analyses the efficiency of online-store implementation as an additional distribution channel has been proved. In the end of the work «Rider» store has been provided with guidance in developing an effective multichannel mindset and in designing a multichannel marketing program for serving end-consumers.

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