Company Brand Development

Student: Tkacheva Polina

Faculty: Faculty of Economics, Management, and Business Informatics

Educational Programme: Management (Bachelor)

Year of Graduation: 2021

The trucking market in Russia is one of the most dynamic and fastest-growing. The growing competition in the trucking market forces companies to explore new ways to improve the efficiency of the transportation process. This stems from the low barriers to entry to the market, which results in establishing high levels of competition. In addition, the trend of digitalization shows the obsolescence of classic promotion opportunities in the form of forums and aggregators. The main result will be the development of a brand strategy for the company with the use of innovative communication tools for the industry. This analysis on the example of a small company will offer a conclusive finding about a new approach to market research, as well as the possibilities of introducing the new marketing tools into it.

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