Development of Marketing Strategy on the Basis of Consumer Database Analysis

Student: Kravchenko Sofya

Supervisor: Igor Sloev

Faculty: International College of Economics and Finance

Educational Programme: Double degree programme in Economics of the NRU HSE and the University of London (Bachelor)

Year of Graduation: 2016

Customers are extremely important assets for all types of companies. Aim of our research is to reveal that real companies can implement particular scientific researches in order to increase their profitability not only in theory but also in reality. Analysis of customer database of currently existing Russian logistic company allows us to propose a kind of price discrimination strategy that reveals what discounts should be given to different groups of customers on the basis of their loyalty and utility. We evaluated in the course of our analysis that investigated firm should reconsider its policy towards discounts offered to customers. We suggest that company should offer significantly higher amounts of discount in terms of shipped cargo volume.

Student Theses at HSE must be completed in accordance with the University Rules and regulations specified by each educational programme.

Summaries of all theses must be published and made freely available on the HSE website.

The full text of a thesis can be published in open access on the HSE website only if the authoring student (copyright holder) agrees, or, if the thesis was written by a team of students, if all the co-authors (copyright holders) agree. After a thesis is published on the HSE website, it obtains the status of an online publication.

Student theses are objects of copyright and their use is subject to limitations in accordance with the Russian Federation’s law on intellectual property.

In the event that a thesis is quoted or otherwise used, reference to the author’s name and the source of quotation is required.

Search all student theses