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Development of Recommendations for Improving the Digital Strategy of FMCG Company

Student: Aleksandra Katkova

Supervisor: Tatiana Vetrova

Faculty: Graduate School of Business

Educational Programme: Management (Bachelor)

Year of Graduation: 2020

According to numerous studies, nowadays there is a lack of theoretical base for the development of a digital strategy. Despite the fact that there is a huge potential for transforming business and value propositions in the digital environment, at the moment, research on goals and strategic positioning is rare. Moreover, Russian managers are aware of the need for a strategy in the digital environment, but still need to implement it. The aim of the work is to develop recommendations for improving the digital strategy of Valio. As part of the work, the analysis of the current digital strategy of the brand is carried out and recommendations for its improvement are developed. The theoretical part of the study examines the evolution of marketing concepts, the concepts of digital strategy and approaches to its development, and analyzes the directions of research on the development of digital strategies. T he formulation of hypotheses is the main result of the theoretical study: Hypothesis No. 1 - As part of the current Valio processes, it is necessary to improve the tools used in the digital environment. Hypothesis No. 2 - In the absence of added value, consumers will not be motivated to interact with the company in a digital environment. Both hypotheses were confirmed as a result of qualitative and quantitative studies. The second chapter highlights the trends of consumers of the FMCG market, analyzes the state of the dairy market, explores the best cases of digital strategies for drinking yogurt brands, and examines the profiles of major players and the profiles of competitors. The third chapter analyzes the results of quantitative and qualitative research. Based on their results and taking into account the structure of approaches, recommendations for improving the current digital strategy of Valio are developed.

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