Strategy of a New Brand Development in the Russian Market

The thesis consists of an introduction, conclusion and three parts, theoretical, analytical and practical ones. The introduction includes a description of the problem, a description of the subject and object of study, the goal setting and identification of the tasks to achieve this goal. The purpose of the thesis is the launching of a new product line in a particular company. The theoretical part consists of literature review in three areas: analysis of the possible the range expansion, namely vertical and horizontal expansion of the brand; description of the possible analysis of the environment, namely PEST analysis; study of methods of analysis of sales and ways to predict them in the future. The analytical part consists of the analysis of the market in which the company operates; analysis of in-depth interviews with the top management of the company to determine the successful directions of development of the range; analysis of the external environment for the market of automotive equipment and power equipment; ABC analysis to identify the best-selling and margin models of competitors. The practical part consists of the analysis of sales of competitors and sales forecasting for a new line, and also includes calculation of marginality of a new line. In the final part, the results of the work and the conclusion about the profitability of the new range of products are summed up.