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Company Marketing Strategy Development in the Book Market

ФИО студента: Timur Kashafutdinov

Руководитель: Irina N. Shafranskaya

Кампус/факультет: Faculty of Economics, Management, and Business Informatics

Программа: Management (Bachelor)

Год защиты: 2021

For the period from August 2019 to August 2020 the number of closed small and medium-sized businesses amounted to 1.16 million. One of the most affected areas is the book trade. Even though the period of self-isolation ended, the growth of e-books and online sales of paper books significantly restricts the future development of traditional bookstores. In this work, this problem is considered on the example of Permkniga ltd. in order to develop a marketing strategy until 2023. The development of the strategy started with an analysis of the company. The analysis was conducted through the analysis of retail sales data, a series if interview with the company's management, a semi-structured interview with a retail shop assistant and potential customers. Moreover, statistical data on the book market in Russia were considered for general trends determination. In addition, all players in the book market in Perm were analyzed as well. As a result, a plan was developed for Permkniga ltd. for the period 2021-2023. Its implementation will allow the company to take its own niche and ensure moderate but stable growth in the future years.

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