title: Ð Ð°Ð·ÑÐ°Ð±Ð¾ÑÐºÐ° ÑÑÑÐ°ÑÐµÐ³Ð¸Ð¸ Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð° ÑÑÑÐ´Ð¸Ð¸ ÐºÐ¾Ð»Ð¾ÑÐ¸ÑÑÐ¸ÐºÐ¸ Ð² Ð³Ð¾ÑÐ¾Ð´Ðµ ÐÑÑÐ½ÑÐº
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: Development of a marketing strategy of a hair salon in the city of Bryansk
Creators: name: Ð¢Ð°ÑÐ°ÑÐ¾Ð²Ð°, Ð£Ð»ÑÑ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: 2022
Subjects: ÑÑÑÐ°ÑÐµÐ³Ð¸Ñ Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð°
ÑÑÐ½Ð¾Ðº Ð¿Ð°ÑÐ¸ÐºÐ¼Ð°Ñ ÐµÑÑÐºÐ¸Ñ ÑÑÐ»ÑÐ³
Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð¾Ð²ÑÐ¹ Ð°Ð½Ð°Ð»Ð¸Ð·
Ð¿Ð¾Ð·Ð¸ÑÐ¸Ð¾Ð½Ð¸ÑÐ¾Ð²Ð°Ð½Ð¸Ðµ
ÑÑÑÐ´Ð¸Ñ ÐºÐ¾Ð»Ð¾ÑÐ¸ÑÑÐ¸ÐºÐ¸
marketing strategy
hairdressing market
marketing analysis
positioning
hair salon

description: Ð Ð´Ð°Ð½Ð½Ð¾Ð¹ ÑÐ°Ð±Ð¾ÑÐµ ÑÐ°ÑÑÐ¼Ð¾ÑÑÐµÐ½Ñ Ð²Ð¾Ð¿ÑÐ¾ÑÑ ÑÐ°Ð·ÑÐ°Ð±Ð¾ÑÐºÐ¸ ÑÑÑÐ°ÑÐµÐ³Ð¸Ð¸ Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð° Ñ ÑÐµÐ»ÑÑ Ð²ÑÑÐ¾Ð´Ð° Ð½Ð° ÑÑÐ½Ð¾Ðº ÑÑÐ°ÑÑÐ°Ð¿Ð° Ð½Ð° ÑÑÐ½Ð¾Ðº Ð¿Ð°ÑÐ¸ÐºÐ¼Ð°ÑÐµÑÑÐºÐ¸Ñ ÑÑÐ»ÑÐ³ Ð³Ð¾ÑÐ¾Ð´Ð° ÐÑÑÐ½ÑÐº. 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«Marafet ClubÂ». ÐÑÐµÐ´Ð¼ÐµÑÐ¾Ð¼ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ â ÑÑÑÐ°ÑÐµÐ³Ð¸Ñ Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð°. Ð¦ÐµÐ»ÑÑ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ ÑÐ²Ð»ÑÐµÑÑÑ ÑÐ°Ð·ÑÐ°Ð±Ð¾ÑÐºÐ° ÑÑÑÐ°ÑÐµÐ³Ð¸Ð¸ 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. 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¸:1. ÐÑÐ¾Ð²ÐµÐ´ÐµÐ½ Ð°Ð½Ð°Ð»Ð¸Ð· ÑÑÐ½ÐºÐ° Ð¿Ð°ÑÐ¸ÐºÐ¼Ð°ÑÐµÑÑÐºÐ¸Ñ ÑÑÐ»ÑÐ³ Ð² Ð Ð¾ÑÑÐ¸Ð¸ Ð¸ Ð³Ð¾ÑÐ¾Ð´Ð° ÐÑÑÐ½ÑÐºÐ°, Ð¸Ñ ÑÑÑÑÐºÑÑÑÑ Ð¸ ÑÐµÐ½Ð´ÐµÐ½ÑÐ¸Ð¸;2. 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;3. ÐÑÐ¾Ð°Ð½Ð°Ð»Ð¸Ð·Ð¸ÑÐ¾Ð²Ð°Ð½Ð° Ð¼Ð¸ÐºÑÐ¾ÑÑÐµÐ´Ð° Ð¿ÑÐµÐ´Ð¿ÑÐ¸ÑÑÐ¸Ñ Ñ Ð¿Ð¾Ð¼Ð¾ÑÑÑ Ð¼Ð¾Ð´ÐµÐ»Ð¸ Ð¿ÑÑÐ¸ ÐºÐ¾Ð½ÐºÑÑÐµÐ½ÑÐ½ÑÑ ÑÐ¸Ð» Ð. ÐÐ¾ÑÑÐµÑÐ°;4. ÐÑÐ¾Ð²ÐµÐ´ÐµÐ½ 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°Ð½Ð°Ð»Ð¸Ð·Ð°, Ð° ÑÐ°ÐºÐ¶Ðµ Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð¾Ð²ÑÐ¹ ÑÑÑÐ°ÑÐµÐ³Ð¸ÑÐµÑÐºÐ¸Ð¹ Ð°Ð½Ð°Ð»Ð¸Ð· Ð²Ð½ÑÑÑÐµÐ½Ð½ÐµÐ¹ Ð¸ Ð²Ð½ÐµÑÐ½ÐµÐ¹ ÑÑÐµÐ´Ñ Ñ Ð¿Ð¾Ð¼Ð¾ÑÑÑ Ð¿ÑÐ¾Ð²ÐµÐ´ÐµÐ½Ð¸Ñ SWOT-Ð°Ð½Ð°Ð»Ð¸Ð·Ð°;5. ÐÑÑÑÐµÑÑÐ²Ð»ÐµÐ½Ð¾ ÑÐµÐ³Ð¼ÐµÐ½ÑÐ¸ÑÐ¾Ð²Ð°Ð½Ð¸Ðµ ÑÑÐ½ÐºÐ° Ð¿Ð°ÑÐ¸ÐºÐ¼Ð°ÑÐµÑÑÐºÐ¸Ñ ÑÑÐ»ÑÐ³ Ð³Ð¾ÑÐ¾Ð´Ð° ÐÑÑÐ½ÑÐº Ð¸ Ð²ÑÐ´ÐµÐ»ÐµÐ½Ð¸Ðµ ÑÐµÐ»ÐµÐ²ÑÑ ÑÐµÐ³Ð¼ÐµÐ½ÑÐ¾Ð²;6. ÐÑÐ¿Ð¾Ð»Ð½ÐµÐ½ Ð°Ð½Ð°Ð»Ð¸Ð· Ð¿Ð¾ÑÑÐµÐ±Ð¸ÑÐµÐ»ÑÑÐºÐ¾Ð³Ð¾ Ð¿ÑÑÐ¸ Ñ ÑÐµÐ»ÑÑ Ð²ÑÑÐ²Ð¸ÑÑ Ð±Ð°ÑÑÐµÑÑ Ð¿ÑÐ¸ Ð²Ð·Ð°Ð¸Ð¼Ð¾Ð´ÐµÐ¹ÑÑÐ²Ð¸Ð¸ ÐºÐ»Ð¸ÐµÐ½ÑÐ° Ñ Ð¿ÑÐµÐ´Ð¿ÑÐ¸ÑÑÐ¸ÐµÐ¼, Ð° ÑÐ°ÐºÐ¶Ðµ ÑÐ¾ÑÐ¼Ð¸ÑÐ¾Ð²Ð°Ð½Ð¸Ñ Ð¿Ð¾Ð·Ð¸ÑÐ¸Ð¾Ð½Ð¸ÑÐ¾Ð²Ð°Ð½Ð¸Ñ Ð¸ÑÑÐ»ÐµÐ´ÑÐµÐ¼Ð¾Ð³Ð¾ Ð¾Ð±ÑÐµÐºÑÐ°;7. Ð Ð°Ð·ÑÐ°Ð±Ð¾ÑÐ°Ð½Ð° ÑÑÑÐ°ÑÐµÐ³Ð¸Ñ Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð° ÑÑÐ°ÑÑÐ°Ð¿Ð° Ð¸ Ð¾ÑÐµÐ½ÐµÐ½Ð° ÑÑÑÐµÐºÑÐ¸Ð²Ð½Ð¾ÑÑÑ Ð¿ÑÐµÐ´Ð»Ð¾Ð¶ÐµÐ½Ð½Ñ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¸ Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð° ÑÑÑÐ´Ð¸Ð¸ ÐºÐ¾Ð»Ð¾ÑÐ¸ÑÑÐ¸ÐºÐ¸ Ð² ÐºÐ¾Ð¼Ð¿Ð»ÐµÐºÑÐµ 4Ð .
description: The following research is devoted to solving different issues at hand during the development of a marketing strategy with the final goal of entering the hairdressing market in the city of Bryansk. The object of the research is the Â«Marafet ClubÂ» startup. The objective of this research is the marketing strategy itself. The aim of this research is to develop a 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 hairdressing services market in Russia and Bryansk in particular has been performed, also regarding itâs structure and tendencies.2. The characteristics of the object under research have been brought up, and an analysis of itâs inner and marketing envelope has been performed.3. The micro envelope of the enterprise has also been put under analysis according to M. Porterâs 5 forces model.4. A marketing analysis of the macro envelope of the enterprise has also been performed via a PEST analysis alongside a strategic marketing analysis of the external and inner envelope through a SWOT analysis.5. A segmentation of Bryanskâs hairdressing market has also been performed and the target segments have been pointed out.6. The consumerâs path has been analyzed with the goal of finding out the barriers during the clientâs interaction with the enterprise and to define the enterpriseâs positioning.7. 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 marketing strategy of a hair salon inside the 4P complex.