Development of Marketing Strategy for the Company "Novgorodproduct"

Thesis is focused on development of the marketing strategy for the company “Trade House Novgorodproduct”, which specializes on a wholesale sugar trade in Russia. It is known, that marketing strategy determines how to apply the marketing structure in order to attract and satisfy target markets and achieve the organization's goals. However, many companies operating in the wholesale trade sector do not pay enough attention to the marketing activities. As the main methods of research, expert evaluation, secondary data analysis, interviews and ABC-XYZ analysis are used in this work. Expert evaluation is applied during the analysis of the external environment of the organization. The results of analysis of secondary data and interviews are used in the study of the company's internal environment. The ABC-XYZ method, in turn, is used for customer segmentation, which is one of the stages of the STP strategy (segmentation, targeting, positioning). Thus, the result of the thesis is the developed marketing strategy for LLC "TH Novgorodproduct", as well as additional recommendations for its implementation in the company's performance. Keywords: marketing strategy, segmentation, targeting, positioning, ABC-XYZ analysis.