Marketing Analysis and Forecasting in the Russian Beer Production Market

Russian beverage market in Russia in last years was unique example of transformations caused by both influence from macroeconomic environment and focused specifics changes in this market area. Factors of changes crucially changed overall market look that had influence even on such aspect as data sources, no more being actual sources for experts in Russian beverage sector. There were analyzed data sources reporting volumes of sales/production on Russian beverage market, evaluated actuality and ability to report market situation properly. Next question and step after evaluation of market volumes was question of further development of beverage sector: there were analyzed actual factors that influence on the market which affects both overall retail sector and beverage sector as part of it. In this research were completed next objectives: 1) There was created beverage sales volumes model; 2) There were determined most significant factors of influence on the market; 3) There was developed a forecast model that determines the direction of the market development in the medium term.