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  • Analytical Support of the Marketing Strategy for the Promotion of the Telecommunications Company's Services Portfolio in the Specified Segments of the Market

Analytical Support of the Marketing Strategy for the Promotion of the Telecommunications Company's Services Portfolio in the Specified Segments of the Market

Student: Ivanova Yana

Supervisor: Sergey Bruskin

Faculty: Graduate School of Business

Educational Programme: Business Informatics (Bachelor)

Year of Graduation: 2017

The work is devoted to the creation of an analytical tool to support marketing strategies for the promotion of the telecommunications company's services portfolio in specified segments of the market. The object of research is the marketing activities of a telecommunications company. The subject of the study is the process of forming a price for long-distance connection services to a telecommunications company in the segment of working with corporate clients. The aim of the work is to create an analytical tool for decision-making support in the field of marketing planning based on the forecast model. The work was done through the creation of predictive models of demand and the price of a long-distance connection service, using the example of the telecommunications company TransTeleCom, using Microsoft Excel and IBM SPSS Statistics software tools. Within the framework of the research the following tasks were performed: • The competitive market of telecommunication services is investigated • The tools and tools of mathematical modeling and forecasting that support these approaches are considered. • The work of the company and the process under consideration • Criteria for the quality of the model and their indicators are determined • Designed and tested predictive models of demand and prices for long-distance connection services • Computer simulation was performed to check the quality of the model on a significant statistical sample of TransTeleCom's data and analyze business effects from the application of the work solution. The results of the introduction of the model showed that due to the introduction of the volume of income could reach 9 million rubles more in 2014 and 800 thousand in 2015. This fact indicates the consistency of the model.

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