Development of a Marketing Mix for the Company

Currently the boundaries between goods and services are gradually effacing, as goods are increasingly taking form of services. An example of such a synthesis is the handmade goods market, which is rapidly developing and digitalizing. That is why, the main goal of this project is to develop a “7P” model for the handmade goods studio to increase its customer flow. The investigation was conducted through several stages: the target segment selection, analysis of the external environment (PESTEL-analysis for the macro environment and “Porter's 5 forces” for the microenvironment), analysis of the existing marketing mix and preferences of potential consumers (descriptive statistics, correlation analysis, interview analysis), development of recommendations for improving the existing marketing mix. The investigation employed both qualitative (interview, observation, secondary information) and quantitative methods (survey) of data collection. As a result, there was developed a new marketing mix for the company “Sinitsa” and the segment of “Tiffany natures”. The data obtained in the research can be easily adapted for practical business purposes in the field of handmade goods in Perm market.