Specific Features of Global Retail Companies’ Marketing Strategies in Russia by the Example of Auchan Groupe

Student: Sementsova Ekaterina

Faculty: Faculty of World Economy and International Affairs

Educational Programme: World Economy (Bachelor)

Year of Graduation: 2017

Research paper focuses on the analysis of global retail companies’ marketing strategies in Russia. This study aims to define the particularities of marketing strategies of global retailers in Russia by the case of Auchan Group. Analysis is based on four Ps Theory (Jerome McCarthy) and the classification introduced by Theodor Levitt. The global marketing strategy of Auchan Group is analyzed in terms of price, product, promotion and place. Then the comparative analysis of marketing strategies of Auchan Group in several countries and in Russia is implemented with the aim to show the importance of diversified strategies.

Student Theses at HSE must be completed in accordance with the University Rules and regulations specified by each educational programme.

Summaries of all theses must be published and made freely available on the HSE website.

The full text of a thesis can be published in open access on the HSE website only if the authoring student (copyright holder) agrees, or, if the thesis was written by a team of students, if all the co-authors (copyright holders) agree. After a thesis is published on the HSE website, it obtains the status of an online publication.

Student theses are objects of copyright and their use is subject to limitations in accordance with the Russian Federation’s law on intellectual property.

In the event that a thesis is quoted or otherwise used, reference to the author’s name and the source of quotation is required.

Search all student theses