Cost Optimization for Business Strategies of International FMCG with Innovative Marketing Instruments

Student: Kurochkina Anastasia

Faculty: Faculty of World Economy and International Affairs

Educational Programme: World Economy (Master)

Year of Graduation: 2020

Thesis is dedicated to thorough study of the impact of modern marketing tools on cost optimization of international FMCG companies. Having studied classification of business strategies, modern marketing tools & methods of cost optimization as well as having conducted case-study analysis, factors that influence marketing cost optimization are being identified. As a part of this research, auto-regression model is done in order to identify the influence of chosen factors on cost optimization and level of that influence. Summarizing the outcome of the research, it is concluded that implication of modern marketing tools helps FMCG companies to optimize the costs. Moreover, positive and negative aspects of using modern marketing instruments are described and several recommendations are proposed.

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