The Strategy of Introducing a New Product to the Market on the Example of PJSC «Sberbank»

In modern economic realities, the problem of developing an effective strategy for launching a new product on the market is more urgent than ever. Both global corporations and small companies just starting their way into the market feel the need for an up-to-date product strategy. Previously, business success was determined by its volume, but in today's business, the most important success factor was the speed of development - the company's ability to correctly respond to global and local changes, to boldly enter new markets and niches. In this regard, the topic of launching a new product on the market, regardless of the scope of the company and its current position, is of particular relevance today. The purpose of this thesis is to develop strategic recommendations for the introduction of a new product of the subsidiary of PJSC «Sberbank» «DoсDoс» LLC to the Russian telemedicine market. The first part of the thesis contains structured data on the main theoretical approaches to the launch of a new product on the market. In the second part of the study, the Russian telemedicine services market is described, its structure, main quantitative indicators and current trends, consumer preferences are being studied, strategic groups and key success factors (KSF) are identified. Also in the second part of the work, environmental factors are analyzed that affect companies operating in the market. In the third part of the work, we analyze the current business model of the DocDoc service, which is part of the Sberbank Group of Companies, and formulate strategic recommendations for the development and launch of the “Consultation with foreign specialists” product on the Russian telemedicine market.