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Development of Recommendations for Improvement Marketing Strategy : the Case of Manufacturing Company

Student: Baranova Irina

Supervisor: Mikhail Alexandrovich Bek

Faculty: Graduate School of Business

Educational Programme: Management (Bachelor)

Year of Graduation: 2017

This project is devoted to analysis and improvement marketing strategy of manufacturing company that is specialized in producing customized joinery. The aim of this project is to develop recommendations for marketing strategy improvement of a particular company. To collect information, the method of participant observation was used and in-depth interviews were conducted. The analysis of the market, external and internal environment of the company and its customers was carried out using the following tools: PESTEL analysis, SWOT analysis, M. Porter’s 5 competitive forces, ABC analysis. The analysis prepared and justified recommendations for improving the company's marketing strategy, providing specification of the target audience, the expansion of production capacities. The results of the project represent a practical purpose for a particular company, and can be applied in improving the marketing strategies of similar companies.

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