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Student
Title
Supervisor
Faculty
Educational Programme
Final Grade
Year of Graduation
Darya Polezhaeva
Development of a Business Plan for the Platform for the Sale of Works of Contemporary Russian Art Abroad
Management
(Bachelor’s programme)
2019
In the course of the work, the market for sales of works of contemporary art was analyzed, and recommendations on the choice of strategy, as well as on the way of interaction with agents were developed. The main objective of this study is to develop a business plan for a platform for the sale of works of Russian contemporary art abroad, taking into account risks, barriers to entry into the market, the economic situation, purchasing power, as well as the specifics of the industry. The relevance of the chosen topic is determined by the orientation on the international market, in which sales of works of contemporary art are much larger volume than in the Russian market. Also, the developed platform currently has no analogues in the market for the range of services provided. Within the framework of this work, it is important to define what exactly is meant by contemporary Russian art. This concept includes works by artists from the second half of the 20th century, working both in Russia and abroad, but related to the Russian school, as well as defining their art as Russian itself. As part of the study, the following tasks were performed: analysis of the competitors' market at the Russian and global level, highlighting the characteristics of activities in this market segment from a legal point of view, identifying the main promotion channels based on the conducted marketing analysis and the prepared marketing plan, outlining the main recommendations on exit strategies and development platform in the market. The main limitations of the study include an insufficient amount of information on sales in the Russian market, as well as the lack of a clear market structure.

For the platform under study were proposed a marketing strategy, a strategy of interaction with agents, a strategy to counter risks, the main strategy for entering and working in the market.

Keywords: business plan, market entry strategy, modern Russian art, art market, online platform.

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