Marketing Strategy Development for Innovative Product

The purpose of research is to develop a comprehensive marketing strategy to promote an innovative company in the US B2B market. To achieve the goal, the following tasks were fulfilled: 1. To analyze theoretical literary sources associated with the development of a marketing strategy for innovative products; 2. To formulate the features of developing a marketing strategy for innovative products; 3. To analyze the macro and microenvironment of the company LLC TimeFlip; 4. Conduct a study to identify the main patterns of consumer behavior in the US market; 5. To formulate a comprehensive marketing strategy for the company LLC TimeFlip, corresponding to the conditions of the American B2B market. In the process of research, macroeconomic factors of the US market were studied using PESTEL analysis, the capacity of the target market for time trackers was determined. In addition, an analysis of competitors in terms of functionality and pricing policy was conducted, as well as an assessment of the competitiveness of the innovative TimeFlip time tracker using expert assessment. The work also used the method of in-depth interviews to analyze potential consumers, a comprehensive SWOT analysis of the studied company.