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The Value Proposition Building of Cloud Solutions on the B2B Market

Student: Mariya Tolmakova

Supervisor: Efim Galitsky

Faculty: Graduate School of Business

Educational Programme: Marketing (Master)

Year of Graduation: 2017

The present master thesis is devoted to the study of a new, rapidly developing Russian B2B market of cloud solutions for Wi-Fi identification, Wi-Fi marketing and advertising, as well as the building on its value proposition, in which was investigated the current value offer by suppliers of the market and the perception of value by consumers. The relevance of this study is justified by the factors of instability and the rapid emergence of the market as a result of "anti-terrorism amendments" to legislation that created the conditions in which there are no well represented understanding of the needs of consumers and of suppliers of consumer value. This study is an attempt to better comprehend the new market environment, a collection and systematization of information about the market, elaboration more appropriate ways of interacting with consumers. The research results helped to formulate the value proposition for different categories of consumption, to offer the price and functional differentiation of services and to assess the positioning offers a cloud solution provider on the market Wi-Fi identification, Wi-Fi marketing and advertising. The research results helped to build the value proposition for different categories of consumption, to offer the pricing and functional differentiation of services and and evaluate the proposition positioning of cloud solutions providers on the Wi-Fi identification, Wi-Fi marketing and advertising market.

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