International Hi-Tech Companies in the Russian Market: Entry Marketing Strategies

The topic of the final qualifying work is "International Hi-Tech Companies in the Russian Market: Entry Marketing Strategies" - due to the framework of the study, classical theories of marketing strategies, as well as practical examples of high-tech companies' entry marketing strategies were analyzed. The main objectives of the study are to describe the current state of the high-tech industry in Russia and the world, analyze entry marketing strategies of international high-tech companies into the Russian market, formulate principles for creating an effective entry marketing strategy for high-tech company into the Russian market. Due to the objectives of the study, analysis and description of the current state of the high-tech industry in Russia and the world, as well as, analysis and description of the "key players" of the industry were made. A comparative analysis of the marketing strategies of three international high-tech companies (Apple Inc., Xiaomi Inc, LeEco) was conducted, on the basis of which the approach to the creation of an effective entry marketing strategy for high-tech company into the Russian market was formulated.