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Development of a Marketing Strategy for a Foodservice Company

Student: Saraykina Valeriya

Supervisor: Elena Korchagina

Faculty: St.Petersburg School of Economics and Management

Educational Programme: Management (Bachelor)

Year of Graduation: 2019

This research paper is related to the development of marketing strategy for a company “Vkusniy format”. The company wants to open chain of fast-casual cafes which specialized on selling ready meals to the customers and planning to enter the market by the end of 2019 with opening of the first café in St. Petersburg. The market of cafes and restaurants is highly competitive, and more players appears each year. That is why every company need to develop efficient marketing strategy to be competitive on the market and increase financial performance. In this thesis, the researches about development of marketing strategy were studied. In order to develop efficient marketing strategy for the fast-casual company the analysis of foodservice market in Russia was held. The competitors’ analysis and the analysis of internal and external factors which influence on the company help to understand the market’s conditions. Online survey was held in order to analyse the preferences of target audience. The analysis was held in R Studio. As the result of the research the marketing strategy for the company “Vkusniy format” was developed.

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