title: ÐÐ°ÑÐºÐµÑÐ¸Ð½Ð³Ð¾Ð²Ð¾Ðµ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ðµ ÑÑÐ½ÐºÐ° Ñ ÑÐµÐ»ÑÑ Ð¾Ð±Ð¾ÑÐ½Ð¾Ð²Ð°Ð½Ð¸Ñ ÐºÐ¾Ð½ÑÐµÐ¿ÑÐ¸Ð¸ Ð¸ ÑÐ°Ð·Ð¼ÐµÑÐµÐ½Ð¸Ñ ÐºÐ¾Ð²Ð¾ÑÐºÐ¸Ð½Ð³Ð¾Ð²Ð¾Ð³Ð¾ Ð¿ÑÐ¾ÑÑÑÐ°Ð½ÑÑÐ²Ð° Ð² Ð³Ð¾ÑÐ¾Ð´Ðµ Ð¢Ð¾Ð»ÑÑÑÑÐ¸
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: Marketing research of the market in order to substantiate the concept and placement of a coworking space in the city of Togliatti
Creators: name: ÐÐ¾ÑÐ½Ð¾Ð²Ð°, Ð Ð°Ð´Ð¼Ð¸Ð»Ð°
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: 2022
Subjects: Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð¾Ð²Ð¾Ðµ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ðµ
ÑÑÐ½Ð¾Ðº ÐºÐ¾Ð²Ð¾ÑÐºÐ¸Ð½Ð³Ð¾Ð²ÑÑ Ð¿ÑÐ¾ÑÑÑÐ°Ð½ÑÑÐ²
ÑÑÑÐ°ÑÐµÐ³Ð¸Ñ ÑÐµÐ»ÐµÐ²Ð¾Ð³Ð¾ Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð°
Ð¿Ð¾Ð·Ð¸ÑÐ¸Ð¾Ð½Ð¸ÑÐ¾Ð²Ð°Ð½Ð¸Ðµ
marketing research
the market of coworking spaces
target marketing strategy
positioning

description: ÐÐ°Ð½Ð½Ð°Ñ ÑÐ°Ð±Ð¾ÑÐ° Ð¿Ð¾ÑÐ²ÑÑÐµÐ½Ð° Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð¾Ð²Ð¾Ð¼Ñ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ ÑÑÐ½ÐºÐ° ÐºÐ¾Ð²Ð¾ÑÐºÐ¸Ð½Ð³-Ð¿ÑÐ¾ÑÑÑÐ°Ð½ÑÑÐ² Ð³Ð¾ÑÐ¾Ð´Ð° Ð¢Ð¾Ð»ÑÑÑÑÐ¸. ÐÐ±ÑÐµÐºÑÐ¾Ð¼ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ ÑÐ²Ð»ÑÐµÑÑÑ ÑÑÐ°ÑÑÐ°Ð¿ Â«WorkGardenÂ». ÐÑÐµÐ´Ð¼ÐµÑÐ¾Ð¼ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ â Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð¾Ð²Ð¾Ðµ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ðµ ÑÑÐ½ÐºÐ°. Ð¦ÐµÐ»ÑÑ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ ÑÐ²Ð»ÑÐµÑÑÑ Ð¾Ð±Ð¾ÑÐ½Ð¾Ð²Ð°Ð½Ð¸Ðµ ÐºÐ¾Ð½ÑÐµÐ¿ÑÐ¸Ð¸, ÑÐ°Ð·Ð¼ÐµÑÐµÐ½Ð¸Ñ Ð¸ ÑÐ°Ð·ÑÐ°Ð±Ð¾ÑÐºÐ° ÑÑÑÐ°ÑÐµÐ³Ð¸Ð¸ ÑÐµÐ»ÐµÐ²Ð¾Ð³Ð¾ Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð° Ð¸ÑÑÐ»ÐµÐ´ÑÐµÐ¼Ð¾Ð³Ð¾ Ð¾Ð±ÑÐµÐºÑÐ° Ð´Ð»Ñ Ð¿Ð¾Ð´Ð³Ð¾ÑÐ¾Ð²ÐºÐ¸ ÐµÐ³Ð¾ Ð²ÑÑÐ¾Ð´Ð° Ð½Ð° ÑÑÐ½Ð¾Ðº.Â Ð Ð¿ÑÐ¾ÑÐµÑÑÐµ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ Ð±ÑÐ»Ð¸ Ð¿Ð¾ÑÑÐ°Ð²Ð»ÐµÐ½Ñ Ð¸ ÑÐµÑÐµÐ½Ñ ÑÐ»ÐµÐ´ÑÑÑÐ¸Ðµ Ð·Ð°Ð´Ð°ÑÐ¸: ÐÑÐ¾Ð²ÐµÐ´ÑÐ½ Ð°Ð½Ð°Ð»Ð¸Ð· ÑÑÐ½ÐºÐ° ÐºÐ¾Ð²Ð¾ÑÐºÐ¸Ð½Ð³-Ð¿ÑÐ¾ÑÑÑÐ°Ð½ÑÑÐ² Ð² Ð Ð¾ÑÑÐ¸Ð¸ Ð¸ Ð³Ð¾ÑÐ¾Ð´Ð° Ð¢Ð¾Ð»ÑÑÑÑÐ¸, Ð¸Ñ ÑÑÑÑÐºÑÑÑÑ Ð¸ ÑÐµÐ½Ð´ÐµÐ½ÑÐ¸Ð¸; ÐÑÐ¸Ð²ÐµÐ´ÐµÐ½Ñ ÑÐ°ÑÐ°ÐºÑÐµÑÐ¸ÑÑÐ¸ÐºÐ¸ Ð¸ÑÑÐ»ÐµÐ´ÑÐµÐ¼Ð¾Ð³Ð¾ Ð¾Ð±ÑÐµÐºÑÐ° Ð¸ Ð¿ÑÐ¾Ð²ÐµÐ´ÐµÐ½ Ð°Ð½Ð°Ð»Ð¸Ð· ÐµÐ³Ð¾ Ð²Ð½ÑÑÑÐµÐ½Ð½ÐµÐ¹ Ð¸ Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð¾Ð²Ð¾Ð¹ ÑÑÐµÐ´Ñ; ÐÑÐ¾Ð²ÐµÐ´ÑÐ½ Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð¾Ð²ÑÐ¹ Ð°Ð½Ð°Ð»Ð¸Ð· Ð¼Ð°ÐºÑÐ¾ÑÑÐµÐ´Ñ Ð¿ÑÐµÐ´Ð¿ÑÐ¸ÑÑÐ¸Ñ Ñ Ð¿Ð¾Ð¼Ð¾ÑÑÑ PEST- Ð¸ SWOT-Ð°Ð½Ð°Ð»Ð¸Ð·Ð°; ÐÑÑÑÐµÑÑÐ²Ð»ÐµÐ½Ð¾ ÑÐµÐ³Ð¼ÐµÐ½ÑÐ¸ÑÐ¾Ð²Ð°Ð½Ð¸Ðµ ÑÑÐ½ÐºÐ° ÐºÐ¾Ð²Ð¾ÑÐºÐ¸Ð½Ð³Ð¾Ð² Ð³Ð¾ÑÐ¾Ð´Ð° Ð¢Ð¾Ð»ÑÑÑÑÐ¸ Ð¸ Ð²ÑÐ´ÐµÐ»ÐµÐ½ ÑÐµÐ»ÐµÐ²Ð¾Ð¹ ÑÐµÐ³Ð¼ÐµÐ½Ñ; ÐÑÐ¿Ð¾Ð»Ð½ÐµÐ½ Ð°Ð½Ð°Ð»Ð¸Ð· ÐºÐ¾Ð½ÐºÑÑÐµÐ½ÑÐ¾Ð² Ð¸ Ð¿ÑÐ¾Ð²ÐµÐ´ÐµÐ½Ð¾ Ð³Ð»ÑÐ±Ð¸Ð½Ð½Ð¾Ðµ Ð¸Ð½ÑÐµÑÐ²ÑÑ Ñ ÑÐµÐ»ÑÑ ÑÐ¾ÑÐ¼Ð¸ÑÐ¾Ð²Ð°Ð½Ð¸Ñ Ð¿Ð¾Ð·Ð¸ÑÐ¸Ð¾Ð½Ð¸ÑÐ¾Ð²Ð°Ð½Ð¸Ñ ÑÑÐ°ÑÑÐ°Ð¿Ð°; Ð Ð°Ð·ÑÐ°Ð±Ð¾ÑÐ°Ð½Ð° ÑÑÑÐ°ÑÐµÐ³Ð¸Ñ ÑÐµÐ»ÐµÐ²Ð¾Ð³Ð¾ Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð° Ð¾Ð±ÑÐµÐºÑÐ° Ð¸ Ð²ÑÐ¿Ð¾Ð»Ð½ÐµÐ½Ð° Ð¾ÑÐµÐ½ÐºÐ° ÑÑÑÐµÐºÑÐ¸Ð²Ð½Ð¾ÑÑÐ¸ ÑÑÐ¾ÑÐ¼Ð¸ÑÐ¾Ð²Ð°Ð½Ð½ÑÑ ÑÐµÑÐµÐ½Ð¸Ð¹. Ð ÐµÐ·ÑÐ»ÑÑÐ°ÑÐ¾Ð¼ ÑÐ°Ð±Ð¾ÑÑ ÑÑÐ°Ð»Ð° ÑÐ°Ð·ÑÐ°Ð±Ð¾ÑÐºÐ° Ð¿Ð¾Ð»Ð½Ð¾ÑÐµÐ½Ð½Ð¾Ð¹ ÑÑÑÐ°ÑÐµÐ³Ð¸Ð¸ ÑÐµÐ»ÐµÐ²Ð¾Ð³Ð¾ Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð° ÐºÐ¾Ð²Ð¾ÑÐºÐ¸Ð½Ð³-Ð¿ÑÐ¾ÑÑÑÐ°Ð½ÑÑÐ²Ð° Ð² ÐºÐ¾Ð¼Ð¿Ð»ÐµÐºÑÐµ 4Ð , Ð±ÑÐ»Ð¸ Ð¾Ð¿ÑÐµÐ´ÐµÐ»ÐµÐ½Ñ Ð½ÐµÐ¾Ð±ÑÐ¾Ð´Ð¸Ð¼ÑÐµ Ð¸Ð½ÑÑÑÑÐ¼ÐµÐ½ÑÑ Ð¸Ð½ÑÐµÑÐ½ÐµÑ-Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ñ Ð¸ Ð´ÐµÑÐ°Ð»Ð¸Ð·Ð¸ÑÐ¾Ð²Ð°Ð½Ñ Ñ Ð¿Ð¾Ð¼Ð¾ÑÑÑ ÑÐ°Ð·ÑÐ°Ð±Ð¾ÑÐ°Ð½Ð½Ð¾Ð³Ð¾ Ð¼ÐµÐ´Ð¸Ð°Ð¿Ð»Ð°Ð½Ð°, Ð° ÑÐ°ÐºÐ¶Ðµ Ð±ÑÐ»Ð° Ð¾ÑÐµÐ½ÐµÐ½Ð° ÑÐºÐ¾Ð½Ð¾Ð¼Ð¸ÑÐµÑÐºÐ°Ñ ÑÑÑÐµÐºÑÐ¸Ð²Ð½Ð¾ÑÑÑ Ð¿ÑÐµÐ´Ð»Ð¾Ð¶ÐµÐ½Ð½ÑÑ ÑÐµÑÐµÐ½Ð¸Ð¹.
description: This work is devoted to marketing research of the Togliatti co-working space market.The object of the research is the Â«WorkGardenÂ» start-up.The subject of the research is the market research. The aim of this research is to substantiate the concept, placement, and development of a target marketing strategy for the object to prepare it for entering the service market. During this research the following issues were set and solved:1. An analysis of the coworking spaces market in Russia and Togliatti in particular has been performed, also regarding its structure and tendencies.2. The characteristics of the object under research have been brought up, and an analysis of its inner and marketing envelope has been performed.3. A marketing analysis of the macro envelope of the enterprise has also been performed via a PEST and SWOT analysis.4. A segmentation of Togliattiâs market of coworking spaces has also been performed and the target segment has been pointed out.5. Competitor analysis and in-depth interviews have been carried out to position the start-up.6.Â  The startupâs marketing strategy has been developed and the efficiency of the suggested solutions has been evaluated. The result of research is the development of a complete target marketing strategy for the co-working space in the 4Ps complex, the essential tools for internet promoting have also been set and detailed via a developed media plan. The economic efficiency of the suggested solutions has also been evaluated.