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Improvement of the Marketing Mix for the Tourist Company «Big Country»

ФИО студента: Darya Repnikova

Руководитель: Aleksandra Sazhina

Кампус/факультет: Faculty of Economics, Management, and Business Informatics

Программа: Management (Bachelor)

Год защиты: 2019

In the modern world there are many models for the analysis and planning of the company. One of the most famous and effective is the 4P marketing mix, which includes four four basic elements of business management: product, price, sales, and promotion. Currently, with the advent of Internet technology, the company must adapt its marketing mix to the characteristics of Internet business. This paper discusses the analysis and improvement of the elements of the 4P marketing complex of the Big Country travel company: product, pricing, sales and communication policies. With regard to the online travel business, optimal tools for analyzing and planning the marketing mix were identified. To analyze and improve the elements of the 4P marketing mix, the following stages were completed: analysis of the external environment of a travel company, analysis of the domestic tourism market in Russia, analysis of competitors' activities, analysis of website design and usability, application of web analytics tools. It is expected that the measures taken to improve the elements of 4P will increase and maintain the competitiveness of the online store on the market.

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