title: Ð¡ÑÐ°Ð²Ð½Ð¸ÑÐµÐ»ÑÐ½ÑÐ¹ Ð°Ð½Ð°Ð»Ð¸Ð· Ð¼ÐµÑÐ¾Ð´Ð¾Ð² Ð¿Ð»Ð°Ð½Ð¸ÑÐ¾Ð²Ð°Ð½Ð¸Ñ Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð¾Ð²Ð¾Ð¹ Ð´ÐµÑÑÐµÐ»ÑÐ½Ð¾ÑÑÐ¸ ÑÐ¾ÑÑÐ¸Ð¹ÑÐºÐ¸Ñ Ð¸ Ð·Ð°ÑÑÐ±ÐµÐ¶Ð½ÑÑ ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¹
title: Ð²ÑÐ¿ÑÑÐºÐ½Ð°Ñ ÐºÐ²Ð°Ð»Ð¸ÑÐ¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½Ð°Ñ ÑÐ°Ð±Ð¾ÑÐ° Ð±Ð°ÐºÐ°Ð»Ð°Ð²ÑÐ°
titleType: Subtitle
title: Comparative analysis of methods for planning marketing activities of russian and foreign companies
Creators: name: Ð¡ÑÑÐ¸Ñ, Ð®Ð»Ð¸Ñ
Publisher: name: Ð¡Ð°Ð½ÐºÑ-ÐÐµÑÐµÑÐ±ÑÑÐ³ÑÐºÐ¸Ð¹ Ð¿Ð¾Ð»Ð¸ÑÐµÑÐ½Ð¸ÑÐµÑÐºÐ¸Ð¹ ÑÐ½Ð¸Ð²ÐµÑÑÐ¸ÑÐµÑ ÐÐµÑÑÐ° ÐÐµÐ»Ð¸ÐºÐ¾Ð³Ð¾
Year: 2021
Subjects: Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³
Ð¿Ð»Ð°Ð½Ð¸ÑÐ¾Ð²Ð°Ð½Ð¸Ðµ
ÑÑÑÐ¾Ð¸ÑÐµÐ»ÑÐ½ÑÐµ Ð³Ð¸Ð¿ÐµÑÐ¼Ð°ÑÐºÐµÑÑ
ÑÐµÑÑÐ¾ÑÐ°Ð½Ñ Ð±ÑÑÑÑÐ¾Ð³Ð¾ Ð¿Ð¸ÑÐ°Ð½Ð¸Ñ
ÑÑÑÐ°ÑÐµÐ³Ð¸Ð¸
ÑÐµÐ½Ð´ÐµÐ½ÑÐ¸Ð¸
marketing
planning
construction hypermarkets
fast food restaurants
strategies
trends

description: Ð Ð°Ð±Ð¾ÑÐ° Ð²ÑÐ¿Ð¾Ð»Ð½ÐµÐ½Ð° Ð½Ð° Ð¼Ð°ÑÐµÑÐ¸Ð°Ð»Ð°Ñ ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¹ Ikea, Leroy Merlin, ÐÐ°ÐºÑÐ¸Ð´Ð¾Ð¼, ÐÐµÑÑÐ¾Ð²Ð¸Ñ, McDonaldâs, KFC, Burger King, Ð¢ÐµÑÐµÐ¼Ð¾Ðº Ð¦ÐµÐ»Ñ ÑÐ°Ð±Ð¾ÑÑ â Ð¿ÑÐ¾Ð²ÐµÑÑÐ¸ ÑÑÐ°Ð²Ð½Ð¸ÑÐµÐ»ÑÐ½ÑÐ¹ Ð°Ð½Ð°Ð»Ð¸Ð· Ð¼ÐµÑÐ¾Ð´Ð¾Ð² Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð¾Ð²Ð¾Ð³Ð¾ Ð¿Ð»Ð°Ð½Ð¸ÑÐ¾Ð²Ð°Ð½Ð¸Ñ ÑÐ¾ÑÑÐ¸Ð¹ÑÐºÐ¸Ñ Ð¸ Ð·Ð°ÑÑÐ±ÐµÐ¶Ð½ÑÑ ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¹, Ð° ÑÐ°ÐºÐ¶Ðµ ÑÐ°Ð·ÑÐ°Ð±Ð¾ÑÐºÐ° ÑÐµÐºÐ¾Ð¼ÐµÐ½Ð´Ð°ÑÐ¸Ð¹ Ð¿Ð¾ ÑÐµÐ·ÑÐ»ÑÑÐ°ÑÐ°Ð¼ Ð°Ð½Ð°Ð»Ð¸Ð·Ð°. ÐÑÐ¿Ð¾Ð»ÑÐ·Ð¾Ð²Ð°Ð½Ð½ÑÐµ Ð¼ÐµÑÐ¾Ð´Ñ: ÑÑÐ°Ð²Ð½Ð¸ÑÐµÐ»ÑÐ½ÑÐ¹ Ð°Ð½Ð°Ð»Ð¸Ð·, Ð°Ð½Ð°Ð»Ð¸Ð· ÑÐµÐ½Ð´ÐµÐ½ÑÐ¸Ð¹, SWOT-Ð°Ð½Ð°Ð»Ð¸Ð·, ÑÐ±Ð¾Ñ Ð¸ Ð¾Ð±ÑÐ°Ð±Ð¾ÑÐºÐ° Ð´Ð°Ð½Ð½ÑÑ. Ð ÑÐ°Ð±Ð¾ÑÐµ Ð¿ÑÐ¾Ð²ÐµÐ´ÐµÐ½ ÑÑÐ°Ð²Ð½Ð¸ÑÐµÐ»ÑÐ½ÑÐ¹ Ð°Ð½Ð°Ð»Ð¸Ð· ÑÐ¾ÑÑÐ¾ÑÐ½Ð¸Ñ Ð¸ ÑÐ°Ð·Ð²Ð¸ÑÐ¸Ñ Ð´Ð²ÑÑ Ð¾ÑÑÐ°ÑÐ»ÐµÐ¹: ÑÑÑÐ¾Ð¸ÑÐµÐ»ÑÐ½ÑÑ Ð³Ð¸Ð¿ÐµÑÐ¼Ð°ÑÐºÐµÑÐ¾Ð² Ð¸ ÑÐµÑÑÐ¾ÑÐ°Ð½Ð¾Ð² Ð±ÑÑÑÑÐ¾Ð³Ð¾ Ð¿Ð¸ÑÐ°Ð½Ð¸Ñ; Ð²ÑÑÐ²Ð»ÐµÐ½Ñ Ð¾ÑÐ»Ð¸ÑÐ¸Ñ Ð¸ ÑÑÐ¾Ð´ÑÑÐ²Ð° ÑÑÑÐ°ÑÐµÐ³Ð¸Ð¹ Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð° Ð¿Ð¾ Ð°Ð½Ð°Ð»Ð¸Ð·Ð¸ÑÑÐµÐ¼ÑÐ¼ Ð¾ÑÑÐ°ÑÐ»ÑÐ¼; Ð½Ð° Ð¾ÑÐ½Ð¾Ð²Ðµ SWOT-Ð°Ð½Ð°Ð»Ð¸Ð·Ð° Ð¾Ð¿ÑÐµÐ´ÐµÐ»ÐµÐ½Ñ ÑÐ¸Ð»ÑÐ½ÑÐµ Ð¸ ÑÐ»Ð°Ð±ÑÐµ ÑÑÐ¾ÑÐ¾Ð½Ñ ÐºÑÑÐ¿Ð½ÑÑ ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¹-Ð¿ÑÐµÐ´ÑÑÐ°Ð²Ð¸ÑÐµÐ»ÐµÐ¹ Ð¾ÑÑÐ°ÑÐ»Ð¸; Ð¿ÑÐµÐ´Ð»Ð¾Ð¶ÐµÐ½Ñ ÑÐµÐºÐ¾Ð¼ÐµÐ½Ð´Ð°ÑÐ¸Ð¸ Ð¿Ð¾ Ð²ÑÐ±Ð¾ÑÑ Ð¼Ð¾Ð´ÐµÐ»Ð¸ Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð°, ÐºÐ¾ÑÐ¾ÑÐ°Ñ Ð¾Ð±ÐµÑÐ¿ÐµÑÐ¸Ñ ÑÑÑÐ¾Ð¹ÑÐ¸Ð²Ð¾ÑÑÑ ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¹ Ð½Ð° ÑÑÐ½ÐºÐµ. ÐÑÐ°ÐºÑÐ¸ÑÐµÑÐºÐ°Ñ Ð·Ð½Ð°ÑÐ¸Ð¼Ð¾ÑÑÑ Ð¾Ð¿ÑÐµÐ´ÐµÐ»ÑÐµÑÑÑ Ð²Ð¾Ð·Ð¼Ð¾Ð¶Ð½Ð¾ÑÑÑÑ Ð¸ÑÐ¿Ð¾Ð»ÑÐ·Ð¾Ð²Ð°ÑÑ Ð¿Ð¾Ð»ÑÑÐµÐ½Ð½ÑÐµ Ð² ÑÐ°Ð±Ð¾ÑÐµ ÑÐµÐ·ÑÐ»ÑÑÐ°ÑÑ Ð² Ð¿ÑÐ°ÐºÑÐ¸ÐºÐµ Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð¾Ð²Ð¾Ð³Ð¾ Ð¿Ð»Ð°Ð½Ð¸ÑÐ¾Ð²Ð°Ð½Ð¸Ñ. ÐÑÐ²Ð¾Ð´Ñ. ÐÐ°Ð´Ð°ÑÐ¸ ÐÐÐ  ÑÐµÑÐµÐ½Ñ, ÑÐµÐ»Ñ Ð´Ð¾ÑÑÐ¸Ð³Ð½ÑÑÐ°, Ð¾Ð¿ÑÐµÐ´ÐµÐ»ÐµÐ½Ð° Ð¾Ð±Ð»Ð°ÑÑÑ Ð¿ÑÐ¸Ð¼ÐµÐ½ÐµÐ½Ð¸Ñ ÑÐµÐ·ÑÐ»ÑÑÐ°ÑÐ¾Ð².
description: The work was performed on materials from Ikea, Leroy Merlin, Maksidom, Petrovich, McDonaldâs, KFC, Burger King, Teremok The purpose of the work is to conduct a comparative analysis of the marketing planning methods of Russian and foreign companies, as well as to develop recommendations based on the results of the analysis. Methods used: benchmarking, trend analysis, SWOT analysis, data collection and processing. The work carried out a comparative analysis of the state and development of two areas: construction hypermarkets and fast-food restaurants; revealed the differences and similarities of marketing strategies for the analyzed industries; based on a SWOT analysis of the strengths and weaknesses of large companies representing the industry; recommendations on the choice of a marketing model that will ensure sustainability in the market are offered. The practical significance is determined by the ability to use the results obtained in the work in the practice of marketing planning. Conclusions. The tasks of the WRC have been solved, the goal has been achieved, the scope of the results has been determined.