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Development of a Marketing Strategy for a Service Company

Student: Pashkova Polina

Supervisor: Elena Korchagina

Faculty: St.Petersburg School of Economics and Management

Educational Programme: Management (Bachelor)

Final Grade: 7

Year of Graduation: 2020

A marketing strategy is an essential strategic feature of any modern organization. It determines how to apply a marketing structure in order to attract and satisfy target markets and achieve the organization’s goals. However, most service companies do not pay sufficient attention to marketing activities. This paper’s goal is to develop a marketing strategy for the company “EGO Translating”, which nowadays is one of the leading companies in the field of complex linguistic support. The company is going to enter a new industry. The main methods of the research in the work are secondary data analysis, interview, PEST analysis, SWOT, STP, market analysis, 4P. PEST analysis is a critical element in the analysis of the external environment of the organization. In contrast, secondary data and interviews play a vital role in the study of the internal structure of the company. Thus, the result of this paper is the available tools of the marketing strategy for “EGO Translating”, as well as additional recommendations for its introduction. Keywords: marketing strategy, segmentation, targeting, positioning, 4P analysis  

Full text (added May 31, 2020)

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