Marketing Strategy on Entering Russian Steel Market by Chinese Refractories Producers

Student: Markova Daria

Supervisor: Ivan D. Kotliarov

Faculty: Saint-Petersburg School of Social Sciences

Educational Programme: State, Society and Economic Development in Modern Asia (Master)

Year of Graduation: 2019

The thesis is dedicated to the development of a marketing strategy for Chinese refractory manufacturers to enter the Russian steel market. The theoretical base is the Uppsala model and 4Ps theory. The analysis of the Russian market was carried out on the basis of economic, political, legal and cultural factors and revealed the absence of restrictions for Chinese refractory manufacturers to enter the Russian market. Features of purchases by Russian steel enterprises have shown that Chinese organizations should choose a direct export strategy through a Russian sales agent with an experience in the steel industry.

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