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Student
Title
Supervisor
Faculty
Educational Programme
Final Grade
Year of Graduation
Margarita Styukova
Designing Marketing Strategy: Case of Engineering and Manufacturing Company Operating in B2B Market
Management
(Bachelor’s programme)
2017
With the advent of technologies that allow printing items and the active promotion of additive manufacturing in the West, many Russian enthusiasts have decided to create their own 3D printing services, focusing on the prospect of adapting the trend to everyday life. In fact, all companies chose strategies aimed at the end user, however, as it turned out, in daily life, 3D printing services are rarely needed. The actuality of this work is that the market of additive technologies for Russia is completely new and unexplored, there is no official data on the size and potential of the market. That's why the strategies of the players are of particular interest.

The purpose of this work is to design a marketing strategy and develop a marketing plan for “Can-touch.ru”, which operates in B2B market.

Thus, in the first chapter the features of marketing in B2B markets, including the specificity of the markets themselves and the evolution of theoretical approaches, as well as the types of strategies used by companies are considered. The second chapter is devoted to a review of the world and Russian markets for 3D printing services. As part of the analysis of the Russian market, we spoke with 8 representatives of companies operating in this market, which allowed us to obtain valuable insights and make up a general picture of the market. In the third chapter, based on the results of the analysis, we propose a marketing strategy for the company "Can-Touch.ru".

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