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The Market Strategy Development for Bow and Crossbow Market, the Case of Interloper Company

Student: Titkova Darya

Supervisor: Aleksandr Rozhkov

Faculty: Graduate School of Business

Educational Programme: Marketing (Master)

Year of Graduation: 2017

The master's thesis was carried out within the framework of the theoretical foundations of the notion of marketing strategy and practical results that were obtained during the marketing research. The aim of the work is to develop a marketing strategy for the company, which is the leader of the Russian market of bows and crossbows. During the study and analysis of the theoretical framework, the main theses of the marketing strategy were formulated and the process of developing a marketing strategy that was formulated in accordance with the objectives of the dissertation was described. The conducted marketing research included methods of qualitative and quantitative research. In the framework of qualitative research, in-depth interviews were conducted with representatives of companies that are the main competitors of Interloper. As part of the quantitative study, an online survey of consumers of the market of onions and crossbows was conducted. The analysis of the results of qualitative research made it possible to learn about the specifics of the market, as well as its problems and trends. Moreover, it allowed us to find out which marketing channels our competitors consider most successful and how they build their marketing activities. Analysis of the results made it possible to identify the factors that influence the choice of consumers in relation to the company from which they will purchase the goods. Also, the analysis made it possible to identify the factors that are most important for the consumer, if he decides to make a second purchase. In the last section of the thesis, the marketing activities of the Interloper company were analyzed, and goals were developed for each point of the 7P marketing complex. The developed marketing strategy will help the company not only keep market share, but also enter new segments of consumers, expand market share, and win customer loyalty.

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