Developing Marketing Strategy Recommendations for a Toy Retailer

The emergence of new technologies and opportunities for business development, the acceleration of external changes, the development of information networks, the changing position of the consumer in the market, have led to the growth of the importance of a strategy that allows the company to survive in the growing competition. The relevance of this work is due to the fact that organizations in the modern world need to monitor their activities constantly, analyze the behavior of competitors and adapt quickly to changing environment conditions. The main objective of this study is to develop recommendations for improving the development strategy of the company “Soyuz-Igrushka”. To achieve the goal of the study theoretical aspects of strategic management were studied, the company`s activity and competitive position on the market were analyzed, and a survey was conducted among the clients of the organization with the purpose of obtaining information about the customers` satisfaction with the company`s services. The study involved clients who were directly in the store at the time of the study, as well as customers who actively use the company`s website. The main results obtained during the research are data on the preferences of customers regarding the purchase of children`s goods and toys, their satisfaction with the company`s activities and expectations for improving the quality of store service. On the basis were made the recommendation on improving the strategy of the company “Soyuz-Igrushka” and a list of activities to improve the marketing activity of the company.