Development of Promotion Strategy of an Online Shop

Student: Tamaeva Iuliia

Supervisor: Ekaterina A. Makarova

Faculty: Faculty of Management (Nizhny Novgorod)

Educational Programme: Management (Bachelor)

Year of Graduation: 2018

In a competitive environment, the problem of developing a promotion strategy becomes one of the most important for the company, as the result of its further activities in the market depends on how the company will work at its early stages. In marketing, there are many online and offline promotion tools (which were analyzed in the first Chapter of the work), a reasonable combination and a competent approach to which will help not to throw the advertising budget away. The work contains an analysis of the internal and external environment of the company, the analysis of competitors according to 48 criteria, as well as conclusions about the strategies of work that should be used at this stage of the company. The main practical meaning of this work was to develop recommendations on the strategy of online and offline promotion tool for the online store, which was completed.

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