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Marketing Strategy Development on the Early Stage of Product Life Cycle

Student: Sofia Polyakova

Supervisor: Evgeny Tsaplin

Faculty: Graduate School of Business

Educational Programme: Management (Bachelor)

Year of Graduation: 2019

At the moment, there is a rapidly growing trend for long-term planning, not only in business as a whole, but also in its individual areas. So, marketing is no exception. Over the past decade, the development of a marketing strategy has become one of the most important procedures in building a business development model. This is due to the fact that a detailed marketing strategy helps not only to identify relevant channels for promoting a particular product or service, but also to clearly understand the vision, mission and general business goals. Marketing has ceased to be an abstract and hard-to-measure field, now companies are looking for ways to get the maximum return on marketing investments. The subject of this work is a marketing strategy, considered in relation to the stages of the product life cycle, with an emphasis on developing a marketing strategy for the product at an early stage of the life cycle. The object of the research is the marketing strategy of the company “KidsPoint”. This work has set itself both theoretical and practical goals: ● Describe various approaches and methods in relation to the development of a marketing strategy, analyze the correlation between the product life cycle and the stages of the marketing strategy development ● Analyze examples of the development and implementation of a marketing strategy at an early stage in the life cycle of real and digital products; ● Develop a marketing strategy at an early stage of the life cycle for the KidsPoint web service.

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