The Improvement of Marketing Mix of a Small Business Company. A Case of the Printing Company "Komliz-Print"

The academic goal of this research paper is to improve the existing marketing mix of a small company called «Komliz-Print». In order to reach the set goal, the following objectives have been put forward: to review the main theoretical concepts of marketing and its complex; to conduct a study concentrating on client segment detection and quality level determination; to create a set of suggestions for the improvement of the company’s marketing mix. The object of the study is the printing company «Komliz-Print» (Komliz-Print Ltd) in Saint-Petersburg, which operates in the printing production market and provides services in this area, whereas the subject of the study is the existing marketing mix of Komliz-Print. As regards methodology, three methods have been used for this research paper, namely a literary review and analysis of the theoretical framework, an in-depth interview and the empirical method of repetition-free poll, including the weighed SERVQUAL method and statistical methods of analysis (analysis of k-averages, hierarchical cluster analysis). As a result of the research, certain client segments and criteria showing low quality level of service have been revealed. Based on that, a set of suggestions for the improvement of the marketing mix has been put forward. This should strengthen the company’s market position and contribute to the quality improvement. Ways of the marketing mix development correspond to its five elements: «product», «price», «place», «promotion» and «people». In addition, a data table of predicted costs has been drawn and a Ghant diagram has been created, as a tool of control.