title: ÐÐ°ÑÐºÐµÑÐ¸Ð½Ð³Ð¾Ð²Ð¾Ðµ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ðµ Ð²ÑÐ¾ÑÐ¸ÑÐ½Ð¾Ð³Ð¾ ÑÑÐ½ÐºÐ° Ð¾Ð´ÐµÐ¶Ð´Ñ Ñ ÑÐµÐ»ÑÑ Ð²ÑÐ²ÐµÐ´ÐµÐ½Ð¸Ñ Ð½Ð° ÑÑÐ½Ð¾Ðº Ð½Ð¾Ð²Ð¾Ð³Ð¾ ÑÑÐ°ÑÑÐ½Ð¸ÐºÐ°
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 secondary clothing market to introduce a new company to the market
Creators: name: ÐÐ°Ð»ÑÑÐµÐ²Ð°, ÐÐ½Ð½Ð°
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: 2024
Subjects: ÑÐ¾Ð·Ð½Ð¸ÑÐ½Ð°Ñ ÑÐ¾ÑÐ³Ð¾Ð²Ð»Ñ
Ð¼Ð°Ð»Ð¾Ðµ Ð¿ÑÐµÐ´Ð¿ÑÐ¸Ð½Ð¸Ð¼Ð°ÑÐµÐ»ÑÑÑÐ²Ð¾
ÑÐ¾ÑÐ³Ð¾Ð²Ð¾Ðµ Ð¿ÑÐµÐ´Ð¿ÑÐ¸ÑÑÐ¸Ðµ
ÑÑÑÐ°ÑÐµÐ³Ð¸Ñ Ð²ÑÑ Ð¾Ð´Ð° Ð½Ð° ÑÑÐ½Ð¾Ðº
Ð²ÑÐ¾ÑÐ¸ÑÐ½ÑÐ¹ ÑÑÐ½Ð¾Ðº Ð²ÐµÑÐµÐ¹
ÐºÐ¾ÑÐµÐ¹Ð½ÑÐ¹ ÑÑÐ½Ð¾Ðº
Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð¾Ð²Ð¾Ðµ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ðµ
Ð±ÑÐµÐ½Ð´Ð¸Ð½Ð³
Ð¿Ð¾Ð·Ð¸ÑÐ¸Ð¾Ð½Ð¸ÑÐ¾Ð²Ð°Ð½Ð¸Ðµ
Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð¾Ð²ÑÐµ ÐºÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸Ð¸
retail trade
small enterprise
trading enterprise
market entry strategy
secondary market for things
coffee market
marketing research
branding
positioning
marketing communications

description: ÐÐ°Ð½Ð½Ð°Ñ ÑÐ°Ð±Ð¾ÑÐ° Ð¿Ð¾ÑÐ²ÑÑÐµÐ½Ð° ÑÐ°Ð·ÑÐ°Ð±Ð¾ÑÐºÐµ ÐºÐ¾Ð¼Ð¿Ð»ÐµÐºÑÐ° ÑÑÑÐ°ÑÐµÐ³Ð¸ÑÐµÑÐºÐ¸Ñ ÑÐµÑÐµÐ½Ð¸Ð¹ Ð´Ð»Ñ Ð²ÑÐ²ÐµÐ´ÐµÐ½Ð¸Ñ Ð½Ð¾Ð²Ð¾Ð¹ ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¸. ÐÐ¾Ð¼Ð¿Ð°Ð½Ð¸ÐµÐ¹ ÑÐ²Ð»ÑÐµÑÑÑ ÐºÐ¾Ð½ÑÐµÐ¿Ñ-ÑÑÐ¾Ñ, ÑÐ¾Ð²Ð¼ÐµÑÐ°ÑÑÐ¸Ð¹ ÑÐµÐºÐ¾Ð½Ð´-ÑÐµÐ½Ð´ Ð¸ ÐºÐ¾ÑÐµÐ¹Ð½Ñ. ÐÐ»Ñ ÑÑÐ¾Ð³Ð¾ Ð±ÑÐ»Ð¸ ÑÐµÑÐµÐ½Ñ ÑÐ»ÐµÐ´ÑÑÑÐ¸Ðµ Ð·Ð°Ð´Ð°ÑÐ¸: - ÑÐ¿ÑÐ¾ÐµÐºÑÐ¸ÑÐ¾Ð²Ð°Ð½Ð° Ð¾Ð±ÑÐ°Ñ ÑÐ°ÑÐ°ÐºÑÐµÑÐ¸ÑÑÐ¸ÐºÐ° Ð±Ð¸Ð·Ð½ÐµÑ-Ð¸Ð´ÐµÐ¸ - Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð° ÐºÐ¾Ð½ÑÑÐ½ÐºÑÑÑÐ° ÐºÐ¾ÑÐµÐ¹Ð½Ð¾Ð³Ð¾ ÑÑÐ½ÐºÐ° Ð¸ Ð²ÑÐ¾ÑÐ¸ÑÐ½Ð¾Ð³Ð¾ ÑÑÐ½ÐºÐ° Ð¾Ð´ÐµÐ¶Ð´Ñ - Ð¿ÑÐ¾Ð²ÐµÐ´ÐµÐ½ Ð°Ð½Ð°Ð»Ð¸Ð· ÐºÐ¾Ð½ÐºÑÑÐµÐ½ÑÐ¸Ð¸ - Ð¿ÑÐ¾Ð¸Ð·Ð²ÐµÐ´ÐµÐ½Ð° Ð¾ÑÐµÐ½ÐºÐ° ÑÐ¸Ð»ÑÐ½ÑÑ Ð¸ ÑÐ»Ð°Ð±ÑÑ ÑÑÐ¾ÑÐ¾Ð½, Ð²Ð¾Ð·Ð¼Ð¾Ð¶Ð½Ð¾ÑÑÐµÐ¹ Ð¸ ÑÐ³ÑÐ¾Ð· - Ð¿ÑÐ¾Ð²ÐµÐ´ÐµÐ½Ð¾ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ðµ Ð¿Ð¾ÑÑÐµÐ±Ð¸ÑÐµÐ»ÐµÐ¹, Ð¿ÑÐ¾Ð¸Ð·Ð²ÐµÐ´ÐµÐ½Ð° ÑÐµÐ³Ð¼ÐµÐ½ÑÐ°ÑÐ¸Ñ - ÑÑÐ¾ÑÐ¼Ð¸ÑÐ¾Ð²Ð°Ð½Ð¾ Ð¿Ð¾Ð·Ð¸ÑÐ¸Ð¾Ð½Ð¸ÑÐ¾Ð²Ð°Ð½Ð¸Ðµ - ÑÐ°Ð·ÑÐ°Ð±Ð¾ÑÐ°Ð½ Ð±ÑÐµÐ½Ð´-ÐºÐ¾Ð´ Ð¸ Ð°ÑÑÐ¸Ð±ÑÑÑ ÑÐ¸ÑÐ¼ÐµÐ½Ð½Ð¾Ð³Ð¾ ÑÑÐ¸Ð»Ñ - Ð¾Ð¿ÑÐµÐ´ÐµÐ»ÐµÐ½Ð° Ð»Ð¾ÐºÐ°ÑÐ¸Ñ Ð´Ð»Ñ Ð¾ÑÐºÑÑÑÐ¸Ñ -ÑÐ°Ð·ÑÐ°Ð±Ð¾ÑÐ°Ð½Ð° Ð¿ÑÐ¾Ð³ÑÐ°Ð¼Ð¼Ð° ÐºÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸Ð¹ Ð ÑÐ°Ð±Ð¾ÑÐµ Ð·Ð°Ð´ÐµÐ¹ÑÑÐ²Ð¾Ð²Ð°Ð½Ñ Ð¸ÑÑÐ¾ÑÐ½Ð¸ÐºÐ¸ ÐºÐ°Ðº Ð²ÑÐ¾ÑÐ¸ÑÐ½Ð¾Ð¹, ÑÐ°Ðº Ð¸ Ð¿ÐµÑÐ²Ð¸ÑÐ½Ð¾Ð¹ Ð¸Ð½ÑÐ¾ÑÐ¼Ð°ÑÐ¸Ð¸. ÐÑÐ» Ð¿ÑÐ¾Ð²ÐµÐ´ÐµÐ½ ÐºÐ¾Ð»Ð¸ÑÐµÑÑÐ²ÐµÐ½Ð½ÑÐ¹ Ð¾Ð¿ÑÐ¾Ñ, Ð³Ð»ÑÐ±Ð¸Ð½Ð½ÑÐµ Ð¸Ð½ÑÐµÑÐ²ÑÑ. Ð¢Ð°ÐºÐ¶Ðµ Ð¸ÑÑÐ¾ÑÐ½Ð¸ÐºÐ°Ð¼Ð¸ Ð²ÑÑÑÑÐ¿Ð¸Ð»Ð¸ Ð´Ð°Ð½Ð½ÑÐµ Ð¾ÑÐµÑÐµÑÑÐ²ÐµÐ½Ð½Ð¾Ð¹ Ð¸ Ð·Ð°ÑÑÐ±ÐµÐ¶Ð½Ð¾Ð¹ Ð½Ð°ÑÑÐ½Ð¾- Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°ÑÐµÐ»ÑÑÐºÐ¾Ð¹ Ð»Ð¸ÑÐµÑÐ°ÑÑÑÑ, Ð¾ÑÐ¸ÑÐ¸Ð°Ð»ÑÐ½ÑÑ ÐÐ½ÑÐµÑÐ½ÐµÑ-ÑÐµÑÑÑÑÐ¾Ð² Ð¸ Ð°Ð½Ð°Ð»Ð¸ÑÐ¸ÑÐµÑÐºÐ¸Ñ Ð°Ð³ÐµÐ½ÑÑÑÐ². ÐÐ¾ ÑÐµÐ·ÑÐ»ÑÑÐ°ÑÐ°Ð¼ ÑÐ°Ð±Ð¾ÑÑ Ð¿ÑÐµÐ´Ð»Ð¾Ð¶ÐµÐ½ ÐºÐ¾Ð¼Ð¿Ð»ÐµÐºÑ ÑÐµÑÐµÐ½Ð¸Ð¹, ÑÐ¾Ð¿ÑÐ¾Ð²Ð¾Ð¶Ð´Ð°ÑÑÐ¸Ñ Ð²ÑÐ²ÐµÐ´ÐµÐ½Ð¸Ðµ Ð½Ð° Ð²ÑÐ¾ÑÐ¸ÑÐ½ÑÐ¹ ÑÑÐ½Ð¾Ðº Ð¼Ð°Ð³Ð°Ð·Ð°-ÐºÐ¾ÑÐµÐ¹Ð½Ð¸. ÐÑÐ¸ ÑÐ±Ð¾ÑÐµ Ð´Ð°Ð½Ð½ÑÑ, Ð½ÐµÐ¾Ð±ÑÐ¾Ð´Ð¸Ð¼ÑÑ Ð´Ð»Ñ Ð²ÑÐ¿Ð¾Ð»Ð½ÐµÐ½Ð¸Ñ ÑÐ°Ð±Ð¾ÑÑ, Ð±ÑÐ»Ð¸ Ð¸ÑÐ¿Ð¾Ð»ÑÐ·Ð¾Ð²Ð°Ð½Ñ Ð¿Ð¾Ð¸ÑÐºÐ¾Ð²ÑÐµ ÑÐ¸ÑÑÐµÐ¼Ñ Google Ð¸ Yandex.
description: This work is devoted to the development of a set of strategic decisions for launching a new company. The company is a concept store that combines a second-hand store and a coffee shop. To achieve this, the following tasks were solved: - general characteristics of the business idea were designed - the conditions of the coffee market and the secondary clothing market were studied - competition analysis carried out - an assessment of strengths and weaknesses, opportunities and threats was made - consumer research was conducted, segmentation was carried out - positioning has been formed - developed a brand code and corporate identity attributes - location for opening has been determined -communications program developed The work involves sources of both secondary and primary information. A quantitative survey and in-depth interviews were conducted. The sources also included data from domestic and foreign scientific research literature, official Internet resources and analytical agencies. Based on the results of the work, a set of solutions was proposed to accompany the introduction of a coffee shop to the secondary market. When collecting the data necessary to complete the work, Google and Yandex search engines were used.