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National Research University Higher School of EconomicsStudent ThesesImproving the Marketing Strategy of the Company Operating in the Russian Market of Engineering Services and Manufacture Electrical Equipment

Student
Title
Supervisor
Faculty
Educational Programme
Final Grade
Year of Graduation
Angelina Prokopenko
Improving the Marketing Strategy of the Company Operating in the Russian Market of Engineering Services and Manufacture Electrical Equipment
Management
(Bachelor’s programme)
7
2017
This bachelor's work is devoted to the problem of selection and use of the most effective marketing strategy in conditions of functioning in the Russian market of explosion-proof electrical equipment.

The goal is to develop practical recommendations for improving the marketing strategy of the company "Steel". All the objectives were fulfilled during writing the work. The definition of strategy and marketing was determined, the features of the development of the Russian market as a whole were studied and information was collected on the domestic market of explosion-proof electrical equipment. A description of the company was made and its external and internal environment was diagnosed.

The methods and models by which the objectives were performed include the PESTLE and SWOT analyzes, the five-model analysis of M. Porter, the construction of the Ansoff matrix, BCG, McKinsey and IFE. The theoretical basis was the work of such authors as M. Baker, A. P. Markova, D. A. Pankov and M. Porter. Moreover, there were economic and financial reports, as well as information given by the owner of the company in a personal interview. Scientific novelty consists in developing recommendations for the company being analyzed to promote a specific product, namely explosion-proof electrical equipment.

As a result of diagnostics of the external and internal environment, a number of problems and omissions in the work of the company were revealed, after which recommendations were developed. Their practical application in the long term will lead to such results as a developed flexible marketing strategy, an increase in the company's revenue, gaining a competitive advantage in the market of explosion-proof electrical equipment in specialized niches and eliminating the uncertainty associated with the work of the marketing unit. The practical significance is that this work can be used by other engineering companies as an example of a potential marketing strategy.

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