Positioning of a New Medical Center in Perm

Student: Selifanov Aleksandr

Supervisor: Irina N. Shafranskaya

Faculty: Faculty of Economics, Management, and Business Informatics

Educational Programme: Marketing (Master)

Year of Graduation: 2018

In this paper, the author tries to develop and implement the positioning strategy for private medical center «Clinic «Meditsinskaya sfera» LLC. In order to understand through which attributes the positioning strategy will be expressed for this particular medical center and to understand what factors will help this medical clinic be different from competitors, the author use such marketing tools as competitive analysis, SWOT-analysis and PEST-analysis. Based on the results, the author identifies channels and tools for communication with consumers. As a result, the author developed and partly implement the positioning strategy, which in prospect will help «Clinic «Meditsinskaya sfera» successfully compete in private medical services market of Perm.

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