Building a Marketing Strategy Based on the Brand of the Company (the Case of the Nizhny Novgorod Coffee Shop "Coffee Vito")

Student: Novikov Ivan

Supervisor: Natalia Kim

Faculty: Faculty of Management (Nizhny Novgorod)

Educational Programme: Management (Bachelor)

Year of Graduation: 2020

This work describes one of the Nizhny Novgorod coffee businesses, opened in 2019. Theoretical aspects of the work address the issues of strategy of organizations and form basic ideas about the strategy. In practical terms, a comprehensive analysis of the company was carried out using the main methods of strategic analysis, among which are: SWOT analysis, competitor analysis, financial flows of the company, 4A + A analysis. We used data from the company's internal financial statements, coffee market research in Russia, and information from open sources. Based on the data obtained, two options for the development of the company on the market to achieve long-term and short-term goals are compiled, as well as the company's vision is written. In addition, based on the SWOT analysis, the external and internal environment of the coffee shop was evaluated, and appropriate recommendations were given. As a result, the goal set at the beginning was achieved - to develop strategies for the company.

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