title: Ð¡ÑÑÐ°ÑÐµÐ³Ð¸Ð¸ Ð²ÑÑ Ð¾Ð´Ð° Ð¼ÐµÐ¶Ð´ÑÐ½Ð°ÑÐ¾Ð´Ð½Ð¾Ð¹ ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¸ Ð½Ð° Ð·Ð°ÑÑÐ±ÐµÐ¶Ð½ÑÐµ ÑÑÐ½ÐºÐ¸
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: Foreign markets entry strategies of the international company
Creators: name: Ð¦ÑÐ±ÑÐ»ÑÐ½Ð¸Ðº, ÐÐ¾Ð»Ð¸Ð½Ð°
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: 2020
Subjects: Ð¼ÐµÐ¶Ð´ÑÐ½Ð°ÑÐ¾Ð´Ð½ÑÐ¹ Ð±Ð¸Ð·Ð½ÐµÑ
Ð¡ÑÐ°ÑÐ±Ð°ÐºÑ
ÑÐ¾ÑÐ¼Ñ Ð²ÑÑ Ð¾Ð´Ð° Ð½Ð° Ð¼ÐµÐ¶Ð´ÑÐ½Ð°ÑÐ¾Ð´Ð½ÑÐ¹ ÑÑÐ½Ð¾Ðº
ÑÐ¸Ð½Ð°Ð½ÑÐ¾Ð²Ð°Ñ Ð´ÐµÑÑÐµÐ»ÑÐ½Ð¾ÑÑÑ ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¸
Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð¾Ð²Ð°Ñ Ð´ÐµÑÑÐµÐ»ÑÐ½Ð¾ÑÑÑ
international business
Starbucks
forms of international market entry
financial activities of companies
marketing activities

description: Ð¢ÐµÐ¼Ð° Ð²ÑÐ¿ÑÑÐºÐ½Ð¾Ð¹ ÐºÐ²Ð°Ð»Ð¸ÑÐ¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½Ð¾Ð¹ ÑÐ°Ð±Ð¾ÑÑ Ð±Ð°ÐºÐ°Ð»Ð°Ð²ÑÐ°: Â«Ð¡ÑÑÐ°ÑÐµÐ³Ð¸Ð¸ Ð²ÑÑÐ¾Ð´Ð° Ð¼ÐµÐ¶Ð´ÑÐ½Ð°ÑÐ¾Ð´Ð½Ð¾Ð¹ ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¸ Ð½Ð° Ð·Ð°ÑÑÐ±ÐµÐ¶Ð½ÑÐµ ÑÑÐ½ÐºÐ¸Â». Ð¦ÐµÐ»ÑÑ ÑÐ°Ð±Ð¾ÑÑ ÑÐ²Ð»ÑÐµÑÑÑ ÑÐ°Ð·ÑÐ°Ð±Ð¾ÑÐºÐ° Ð¸ Ð¾ÑÐµÐ½ÐºÐ° ÑÑÑÐµÐºÑÐ¸Ð²Ð½Ð¾ÑÑÐ¸ ÑÐµÐºÐ»Ð°Ð¼Ð½Ð¾Ð¹ ÐºÐ°Ð¼Ð¿Ð°Ð½Ð¸Ð¸ Starbucks Ð½Ð° ÑÐ¾ÑÑÐ¸Ð¹ÑÐºÐ¾Ð¼ ÑÑÐ½ÐºÐµ. ÐÐ°Ð´Ð°ÑÐ¸ ÑÐ°Ð±Ð¾ÑÑ: 1) Ð¸Ð·ÑÑÐ¸ÑÑ ÑÐµÐ¾ÑÐ¸Ñ ÑÑÑÐ°ÑÐµÐ³Ð¸Ð¹ Ð²ÑÑÐ¾Ð´Ð° Ð½Ð° ÑÑÐ½ÐºÐ¸, Ð¿ÑÐ¾ÑÐµÑÑ Ð¸Ð½ÑÐµÑÐ½Ð°ÑÐ¸Ð¾Ð½Ð°Ð»Ð¸Ð·Ð°ÑÐ¸Ð¸ Ð¸ Ð¼ÐµÑÐ¾Ð´Ñ Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð¾Ð²Ð¾Ð³Ð¾ Ð°Ð½Ð°Ð»Ð¸Ð·Ð°; 2) Ð¾ÑÐ°ÑÐ°ÐºÑÐµÑÐ¸Ð·Ð¾Ð²Ð°ÑÑ Ð¸ Ð¿ÑÐ¾Ð°Ð½Ð°Ð»Ð¸Ð·Ð¸ÑÐ¾Ð²Ð°ÑÑ ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ñ Starbucks; 3) Ð²ÑÑÐ²Ð¸ÑÑ Ð¸ Ð¿ÑÐ¾Ð°Ð½Ð°Ð»Ð¸Ð·Ð¸ÑÐ¾Ð²Ð°ÑÑ ÑÑÑÐ°ÑÐµÐ³Ð¸Ð¸ Ð²ÑÑÐ¾Ð´Ð° Ð½Ð° ÑÑÐ½ÐºÐ¸, Ð¸ÑÐ¿Ð¾Ð»ÑÐ·ÑÐµÐ¼ÑÐµ Starbucks; 4) ÑÐ°Ð·ÑÐ°Ð±Ð¾ÑÐ°ÑÑ Ð´Ð¾ÑÐ¾Ð¶Ð½ÑÑ ÐºÐ°ÑÑÑ Ð¿ÑÐ¾ÐµÐºÑÐ¾Ð² Ð¿Ð¾ ÑÐºÑÐµÐ¿Ð»ÐµÐ½Ð¸Ñ Ð¿Ð¾Ð·Ð¸ÑÐ¸Ð¹ Ð½Ð° ÑÐ¾ÑÑÐ¸Ð¹ÑÐºÐ¾Ð¼ ÑÑÐ½ÐºÐµ, ÑÐ°ÑÑÑÐ¸ÑÐ°ÑÑ Ð·Ð°ÑÑÐ°ÑÑ Ð½Ð° ÑÐµÐ°Ð»Ð¸Ð·Ð°ÑÐ¸Ñ Ð¿ÑÐ¾ÐµÐºÑÐ¾Ð² ÑÐµÐºÐ»Ð°Ð¼Ð½Ð¾Ð¹ ÐºÐ°Ð¼Ð¿Ð°Ð½Ð¸Ð¸ Ð¸ Ð¾ÑÐµÐ½Ð¸ÑÑ Ð¸Ñ ÑÑÑÐµÐºÑÐ¸Ð²Ð½Ð¾ÑÑÑ. Ð Ð°Ð±Ð¾ÑÐ° Ð²ÑÐ¿Ð¾Ð»Ð½ÐµÐ½Ð° Ð½Ð° Ð¼Ð°ÑÐµÑÐ¸Ð°Ð»Ð°Ñ ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¸ Starbucks. ÐÐµÑÐ¾Ð´Ñ: Ð¿ÑÐ¸Ð¼ÐµÐ½ÑÐ»Ð¸ÑÑ Ð¾Ð±ÑÐµÐ½Ð°ÑÑÐ½ÑÐµ Ð¼ÐµÑÐ¾Ð´Ñ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ: ÐºÐ¾Ð½ÑÐµÐ½ÑÐ½ÑÐ¹ Ð¸ ÑÑÐ°Ð²Ð½Ð¸ÑÐµÐ»ÑÐ½ÑÐ¹ Ð°Ð½Ð°Ð»Ð¸Ð·, Ð°Ð½Ð°Ð»Ð¸Ð·Ñ: SWOT, Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð¾Ð²ÑÐ¹ Ð¼Ð¸ÐºÑ, Ð¿ÑÑÑ ÑÐ¸Ð» ÐÐ¾ÑÑÐµÑÐ°, Ð°Ð½Ð°Ð»Ð¸Ð· Ð´Ð°Ð½Ð½ÑÑ, Ð¸Ð½ÑÑÑÑÐ¼ÐµÐ½ÑÑ Ð¸Ð½ÑÐ¾Ð³ÑÐ°ÑÐ¸ÐºÐ¸, Ð´Ð¾ÑÐ¾Ð¶Ð½ÑÐµ ÐºÐ°ÑÑÑ, Ð¿Ð¾ÐºÐ°Ð·Ð°ÑÐµÐ»Ñ Ð²Ð¾Ð·Ð²ÑÐ°ÑÐ° Ð¸Ð½Ð²ÐµÑÑÐ¸ÑÐ¸Ð¹ Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð¾Ð²ÑÑ ÐºÐ°Ð½Ð°Ð»Ð¾Ð² ROMI. ÐÑÐ½Ð¾Ð²Ð½ÑÐµ ÑÐµÐ·ÑÐ»ÑÑÐ°ÑÑ ÑÐ°Ð±Ð¾ÑÑ: 1) Ð¸Ð·ÑÑÐµÐ½Ñ ÑÐµÐ¾ÑÐ¸Ð¸ ÑÑÑÐ°ÑÐµÐ³Ð¸Ð¹ Ð²ÑÑÐ¾Ð´Ð° Ð½Ð° ÑÑÐ½ÐºÐ¸, Ð¿ÑÐ¾ÑÐµÑÑÑ Ð¸Ð½ÑÐµÑÐ½Ð°ÑÐ¸Ð¾Ð½Ð°Ð»Ð¸Ð·Ð°ÑÐ¸Ð¸ Ð¸ Ð¼ÐµÑÐ¾Ð´Ñ Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð¾Ð²Ð¾Ð³Ð¾ Ð°Ð½Ð°Ð»Ð¸Ð·Ð°; 2) Ð¾ÑÐ°ÑÐ°ÐºÑÐµÑÐ¸Ð·Ð¾Ð²Ð°Ð½Ð° Ð¸ Ð¿ÑÐ¾Ð°Ð½Ð°Ð»Ð¸Ð·Ð¸ÑÐ¾Ð²Ð°Ð½Ð° ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ñ Starbucks; 3) Ð²ÑÑÐ²Ð»ÐµÐ½Ñ Ð¸ Ð¿ÑÐ¾Ð°Ð½Ð°Ð»Ð¸Ð·Ð¸ÑÐ¾Ð²Ð°Ð½Ñ ÑÑÑÐ°ÑÐµÐ³Ð¸Ð¸ Ð²ÑÑÐ¾Ð´Ð° Ð½Ð° ÑÑÐ½ÐºÐ¸, Ð¸ÑÐ¿Ð¾Ð»ÑÐ·ÑÐµÐ¼ÑÐµ Starbucks; 4) ÑÐ°Ð·ÑÐ°Ð±Ð¾ÑÐ°Ð½Ð° Ð´Ð¾ÑÐ¾Ð¶Ð½Ð°Ñ ÐºÐ°ÑÑÐ° Ð¿ÑÐ¾ÐµÐºÑÐ¾Ð² Ð¿Ð¾ ÑÐºÑÐµÐ¿Ð»ÐµÐ½Ð¸Ñ Ð¿Ð¾Ð·Ð¸ÑÐ¸Ð¹ Ð½Ð° ÑÐ¾ÑÑÐ¸Ð¹ÑÐºÐ¾Ð¼ ÑÑÐ½ÐºÐµ, ÑÐ°ÑÑÑÐ¸ÑÐ°Ð½Ñ Ð·Ð°ÑÑÐ°ÑÑ Ð½Ð° ÑÐµÐ°Ð»Ð¸Ð·Ð°ÑÐ¸Ñ Ð¿ÑÐ¾ÐµÐºÑÐ¾Ð² ÑÐµÐºÐ»Ð°Ð¼Ð½Ð¾Ð¹ ÐºÐ°Ð¼Ð¿Ð°Ð½Ð¸Ð¸ Ð¸ Ð¾ÑÐµÐ½ÐµÐ½Ð° Ð¸Ñ ÑÑÑÐµÐºÑÐ¸Ð²Ð½Ð¾ÑÑÑ. ÐÑÐ°ÐºÑÐ¸ÑÐµÑÐºÐ°Ñ Ð·Ð½Ð°ÑÐ¸Ð¼Ð¾ÑÑÑ ÑÐ°Ð±Ð¾ÑÑ Ð¾Ð±ÑÑÐ»Ð¾Ð²Ð»ÐµÐ½Ð° ÑÐµÐºÐ¾Ð¼ÐµÐ½Ð´ÑÐµÐ¼ÑÐ¼Ð¸ Ð¼ÐµÑÐ¾Ð¿ÑÐ¸ÑÑÐ¸ÑÐ¼Ð¸ Ð¿Ð¾ ÑÐºÑÐµÐ¿Ð»ÐµÐ½Ð¸Ñ Ð¿Ð¾Ð·Ð¸ÑÐ¸Ð¹ ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¸ Ð½Ð° ÑÐ¾ÑÑÐ¸Ð¹ÑÐºÐ¾Ð¼ ÑÑÐ½ÐºÐµ. ÐÐ³ÑÐ°Ð½Ð¸ÑÐµÐ½Ð¸ÑÐ¼Ð¸ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ ÑÐ²Ð»ÑÐµÑÑÑ Ð½ÐµÑÐ²Ð°ÑÐºÐ° ÑÐ¸ÑÐ»Ð¾Ð²Ð¾Ð¹ Ð¸Ð½ÑÐ¾ÑÐ¼Ð°ÑÐ¸Ð¸ Ð´Ð»Ñ ÑÐ°ÑÑÐµÑÐ° ÑÑÐ¾Ð¸Ð¼Ð¾ÑÑÐ¸ Ð¿ÑÐµÐ´Ð»Ð¾Ð¶ÐµÐ½Ð½ÑÑ Ð¼ÐµÑÐ¾Ð¿ÑÐ¸ÑÑÐ¸Ð¹, Ð¿Ð¾ÑÑÐ¾Ð¼Ñ ÑÐ°Ð±Ð¾ÑÐ° Ð±ÑÐ»Ð° Ð½Ð°Ð¿ÑÐ°Ð²Ð»ÐµÐ½Ð° Ð½Ð° ÑÐºÑÐµÐ¿Ð»ÐµÐ½Ð¸Ðµ Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð¾Ð²ÑÑ Ð°ÑÐ¿ÐµÐºÑÐ¾Ð² ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¸.
description: The title of the bachelor graduate qualification work âForeign markets entry strategies of the international companyâ. The aim of the graduate qualification work: development and estimation of effectiveness of Starbucks promotional campaign on the Russian market. Tasks of the graduate qualification work: 1) to study the theory of markets entry strategies, internationalization process and methods of marketing analyses; 2) to give characteristics and analyze Starbuck company; 3) to identify and analyze markets entry strategies used by Starbucks; 4) to create a roadmap of projects for strengthening the position on the Russian market, calculate expenses required for implementation of promotion campaignâs projects and estimate their effectiveness. The graduate qualification work was carried out on the basis materials on Starbucks Company activities. Methods: general scientific research methods were used: content and comparative analysis, analyzes: SWOT, marketing mix, Porter's five forces, data analysis, infographic tools, roadmaps, indicator of return on marketing investments (ROMI). The main results of the graduate qualification work: 1) the theory of markets entry strategies, internationalization process and methods of marketing analyses are studied; 2) Starbuck Company is characterized and analyzed; 3) markets entry strategies used by Starbucks are identified and analyzed; 4) the roadmap of projects for strengthening the position on the Russian market is developed, the expenses required for implementation of promotion campaignâs projects are calculated and their effectiveness is proven. The practical significance of the work is due to the recommended activities for strengthening the company's position on the Russian market. Research limitations are the lack of numerical information for analyzing Starbucks and calculating the cost of proposed activities, so the work was focused on strengthening the marketing aspects of the company.