Year of Graduation
Development of Marketing Strategy for JSC «Admiralty Shipyards» in the Sphere of Small-Size Shipbuilding
The purpose of this final qualifying work was the development of a marketing strategy for JSC «Admiralty Shipyards» in the field of small-size shipbuilding. The theoretical and methodological basis of the research was the scientific papers of domestic and foreign researchers in the field of strategic management and marketing. The main research methods were: economic analysis of planned profitability for the small-scale shipbuilding sector of JSC «Admiralty Shipyards» in 2017; SWOT and TOWS analyzes of production activity; the Ansoff matrix; were identified and studied 8 major competitors of the market of aluminum motorboats in St. Petersburg; an analysis of 5 forces of Porter; a map of strategic groups has been drawn up. Also, a pilot study was conducted by polling 50 respondents in special communities in the social network Vkontakte, the results were processed in the IBM SPSS Statistics program. Based on the results of the analysis, the main strategies for the development of small-scale shipbuilding activities were identified, including: the market entry of the product - the aluminum motor boats Master to the market of St. Petersburg and the North-West region; the average price segment was determined as prospective; the creation of a unique boat brand. Also the establishing of a marketing department to the small size shipbuilding of Admiralty Shipyards is necessary to be founded for effective product development and for increasing profit.