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Student
Title
Supervisor
Faculty
Educational Programme
Final Grade
Year of Graduation
Valeriya Kaurova
Development of a Marketing Strategy for a Model School for Children
Management
(Bachelor’s programme)
2017
Using an appropriate marketing strategy is a vital part for achieving success in business. Choosing an effective strategy allows company maintaining a stable competitive position, widening competitive advantages, reaching long-term development of the company, investigating the customer needs and customer trends and furthermore keeping track of constantly changing internal and external environment. However, little empirical research, which can be suitable for small and medium businesses in Russia, has been carried out to determine the effectiveness of marketing strategy. Because of this gap, many organizations are in a state of stagnation or have become bankrupt. It is necessary to answer the following research questions to find ways which could help to solve the problem: What is the real nature of the marketing strategy? Who are the key scholars who create this approach? Why has the marketing strategy become so inconsistent and contradictory? Can a marketing strategy have a universal form suitable for every company? How can a marketing strategy be improved? So, the aim of this study is to answer these questions, and as a result there will be a set of recommendations with the example of the company "D" children's modeling school. This study employs quantitative and qualitative methods to evaluate sales dynamics and to determine the factors, which influence the volatility of dynamics. The expected results will demonstrate the direct relationship among three groups of clients. With the help of appropriate promotional tools, which will be developed according to the characteristics of the selected business, the number of the real and potential clients and the amount of profit will increase.

Key words: marketing strategy, strategic process, promotion, dependency, potential clients.

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