Strategic Marketing Plan Development in the Context of a Regional Retail Enterprise on the Example of "Aisfer JSC"

Annotation Topic of the Master's thesis: "Formation of a strategic marketing plan in the context of a regional retail enterprise on the example of “AISFeR JSC". The volume of the Master's work is 101 pages, which contain 19 figures and 7 tables. When writing the diploma, 44 sources were used. The object of the research is strategic marketing planning. The subject of the study is a set of economic, managerial and organizational relations that arise in the process of developing the marketing strategy of the company "AISFeR"JSC. The master's thesis consists of an introduction, three chapters (theoretical, theoretical-practical, practical), conclusion, appendices, and a list of references. The introduction reveals the relevance of the research in the chosen direction, sets the problem, the purpose and objectives of the research, defines the object, the subject of scientific research, sets the goal and objectives, indicates the methodological basis of the research, its theoretical and practical significance. In the first chapter, the concept, various types, classification of marketing strategies, and their essence were considered. Also, based on these marketing strategies, the basic methods of analysis, as well as modernization, were analyzed. improving the data of the marketing strategy. In addition to all this, I highlighted the features of the formation of a marketing strategy within retail, as well as trends in the development of marketing in the context of retail. In the theoretical and practical chapter, the following works were carried out: - Analysis of the post-pandemic FMCG market. - Analysis of the Tasteville case. - A general description of the company AISFeR JSC was given. - The Osterwalder business model (Business Model Canvas) was thoroughly analyzed and applied on the example of the company AISFeR JSC. In the practical chapter, the following works were carried out: 1.A survey of visitors to AISFeR branded stores was conducted. 2. Based on the analysis of the post-pandemic market, the construction of the Osterwalder business model and the survey of visitors to AISFeR branded stores, a marketing strategy was structured, including the following blocks: - Block on market share capture - A block for expanding the AISFeR product range - A block with the AISFeR advertising strategy - A block with detailed development of AISFeR branded loyalty cards. - A block with tools for advertising promotion of AISFeR The conclusion is devoted to the main conclusions and specific recommendations for the development of the marketing strategy of AISFeR JSC.