Strategy for Developing and Bringing a New Product to Market

The topic of qualification work is Strategy for Developing and Bringing a New Product to Market. The objective of the work is to create a strategy for developing and launching a new EdTech product for preparation for the Unified State Exam to the Russian market. The object of the research is a new EdTech product - an online platform for preparing for the Unified State Exam. The subject of research is the strategy for developing and bringing a new product to market. This thesis consists of introduction, three chapters, conclusion, list of references and applications. The first chapter presents the basic concepts relating to the analysis of the industry, discusses the methodology of launching a new product, tools for analyzing the market and the environment of the company, forms the methodology for conducting the practical part of the study. The second chapter describes the preparation for the Unified State Exam process, segmentation of the market, determines the volume and dynamics of the market, examines trends and market characteristics, analyzes competitors, analyzes the macroenvironment of the future company, as well as examines consumer experience and preferences based on the results of a series of problem interviews with representatives of the target audience who had experience in using commercial services in preparation for the exam. The third chapter is devoted to the process of forming a step-by-step strategy for the development and introduction of a new EdTech product to the market of preparation for the Unified State Examination.