Marketing Strategy of K-Rauta Rus Ltd.: Analysis and Improvements

The research paper is to shed light on the marketing strategy as a tool for competitive position achievement on the DIY market by a retail company. The object of the research is K-rauta Rus Ltd., which is included in a list of biggest DIY-retailers in Russia. The paper emphasizes the specific of retail entities and the features of trade-marketing, taking into consideration DIY-market current trends. The main objective of this work is the analysis of K-rauta Rus Ltd. marketing strategy together with improvements needed specification in order to enhance company market effectiveness. This way, there are several steps to take: to proceed the analysis of K-rauta Rus Ltd. external environment (including macro-economic factors, competitive analysis, the analysis of consumer satisfaction and behavior), internal environment (including company core competencies generation, weaknesses formulation and marketing effectiveness estimation), and, based on that information obtained, to identify capabilities for further growth. The analysis mentioned was performed by means of secondary sources used and data collection in a form of consumer survey. All the data was systemized while putting into practice such marketing analysis instruments as PESTLE-analysis, Porter’s 5 competitive forces, BCG Matrix and McKinsey Matrix, TOWS-analysis. As it was stated, according to the results of analysis, there is the necessity for K-rauta Rus Ltd. marketing adjustment to improve company positions in particular market conditions related with strong competitive atmosphere and industry coming out of the recession. There were the most strategically important trends specified that has enough potential to change how company operates in the market. According to that, the list of recommendations for K-rauta Rus Ltd. managers was compiled, increasing the market efficiency and company financial results, which reveals the practical focus of the work performed.