title: ÐÐ°ÑÐºÐµÑÐ¸Ð½Ð³Ð¾Ð²Ð¾Ðµ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ðµ ÑÑÐ½ÐºÐ° Ð¿ÑÐ¾Ð´ÑÐºÑÐ¾Ð²ÑÑ Ð½Ð°Ð±Ð¾ÑÐ¾Ð² Ñ ÑÐµÐ»ÑÑ ÑÐ°Ð·ÑÐ°Ð±Ð¾ÑÐºÐ¸ ÑÑÑÐ°ÑÐµÐ³Ð¸Ð¸ Ð¿Ð¾Ð·Ð¸ÑÐ¸Ð¾Ð½Ð¸ÑÐ¾Ð²Ð°Ð½Ð¸Ñ 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 market of product sets in order to develop a positioning strategy for a new entrant
Creators: name: ÐÐ¾Ð¹ÑÐ¾Ð²Ð°, ÐÐ»Ð¸Ð·Ð°Ð²ÐµÑ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: 2021
Subjects: ÑÑÑÐ°ÑÐµÐ³Ð¸Ñ Ð¿Ð¾Ð·Ð¸ÑÐ¸Ð¾Ð½Ð¸ÑÐ¾Ð²Ð°Ð½Ð¸Ñ
ÑÑÐ½Ð¾Ðº Ð¿ÑÐ¾Ð´ÑÐºÑÐ¾Ð²ÑÑ Ð½Ð°Ð±Ð¾ÑÐ¾Ð²
Ð¿Ð¾Ð·Ð¸ÑÐ¸Ð¾Ð½Ð¸ÑÐ¾Ð²Ð°Ð½Ð¸Ðµ
Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³
Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð¾Ð²Ð¾Ðµ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ðµ
positioning strategy
market of product sets
positioning
marketing
marketing research

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Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð¾Ð²Ð¾Ðµ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ðµ ÑÑÐ½ÐºÐ° Ð¿ÑÐ¾Ð´ÑÐºÑÐ¾Ð²ÑÑ Ð½Ð°Ð±Ð¾ÑÐ¾Ð² Ñ ÑÐµÐ»ÑÑ ÑÐ°Ð·ÑÐ°Ð±Ð¾ÑÐºÐ¸ ÑÑÑÐ°ÑÐµÐ³Ð¸Ð¸ Ð¿Ð¾Ð·Ð¸ÑÐ¸Ð¾Ð½Ð¸ÑÐ¾Ð²Ð°Ð½Ð¸Ñ Ð½Ð¾Ð²Ð¾Ð³Ð¾ ÑÑÐ°ÑÑÐ½Ð¸ÐºÐ°Â». Ð¦ÐµÐ»ÑÑ Ð¿ÑÐµÐ´ÑÑÐ°Ð²Ð»ÐµÐ½Ð½Ð¾Ð¹ ÑÐ°Ð±Ð¾ÑÑ ÑÐ²Ð»ÑÐµÑÑÑ ÑÐ°Ð·ÑÐ°Ð±Ð¾ÑÐºÐ° ÑÑÑÐ°ÑÐµÐ³Ð¸Ð¸ Ð¿Ð¾Ð·Ð¸ÑÐ¸Ð¾Ð½Ð¸ÑÐ¾Ð²Ð°Ð½Ð¸Ñ Ð½Ð¾Ð²Ð¾Ð³Ð¾ ÑÑÐ°ÑÑÐ½Ð¸ÐºÐ° Ð½Ð° ÑÑÐ½ÐºÐµ Ð¿ÑÐ¾Ð´ÑÐºÑÐ¾Ð²ÑÑ Ð½Ð°Ð±Ð¾ÑÐ¾Ð². ÐÐ°Ð´Ð°ÑÐ¸ ÑÐ°Ð±Ð¾ÑÑ: - ÐÐ°ÑÑ Ð¾Ð±ÑÑÑ ÑÐ°ÑÐ°ÐºÑÐµÑÐ¸ÑÑÐ¸ÐºÑ Ð½Ð¾Ð²Ð¾Ð³Ð¾ Ð±Ð¸Ð·Ð½ÐµÑ-Ð¿ÑÐ¾ÐµÐºÑÐ° Ð½Ð° ÑÑÐ½ÐºÐµ Ð¿ÑÐ¾Ð´ÑÐºÑÐ¾Ð²ÑÑ Ð½Ð°Ð±Ð¾ÑÐ¾Ð²; - ÐÑÐ¾Ð°Ð½Ð°Ð»Ð¸Ð·Ð¸ÑÐ¾Ð²Ð°ÑÑ ÑÐ°ÐºÑÐ¾ÑÑ Ð¼Ð°ÐºÑÐ¾- Ð¸ Ð¼Ð¸ÐºÑÐ¾ÑÑÐµÐ´Ñ Ð¿ÑÐµÐ´Ð¿ÑÐ¸ÑÑÐ¸Ñ; - ÐÑÐ¾Ð¸Ð·Ð²ÐµÑÑÐ¸ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ðµ Ð¿Ð¾Ð²ÐµÐ´ÐµÐ½Ð¸Ñ Ð¿Ð¾ÑÑÐµÐ±Ð¸ÑÐµÐ»ÐµÐ¹ Ð² ÑÐ°ÑÑÐ¸ Ð¸ÑÐºÐ¾Ð¼ÑÑ Ð²ÑÐ³Ð¾Ð´ Ð¿ÑÐ¸ Ð²ÑÐ±Ð¾ÑÐµ Ð¿ÑÐ¾Ð´ÑÐºÑÐ¾Ð²ÑÑ Ð½Ð°Ð±Ð¾ÑÐ¾Ð²; - ÐÑÐ¾Ð¸Ð·Ð²ÐµÑÑÐ¸ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ðµ ÑÐ°ÑÐ°ÐºÑÐµÑÐ¸ÑÑÐ¸Ðº ÐºÐ¾Ð½ÐºÑÑÐµÐ½ÑÐ½Ð¾Ð³Ð¾ Ð¿ÑÐ¾ÑÐ¸Ð»Ñ ÑÑÐ°ÑÑÐ½Ð¸ÐºÐ¾Ð² ÑÑÐ½ÐºÐ° Ð¿ÑÐ¾Ð´ÑÐºÑÐ¾Ð²ÑÑ Ð½Ð°Ð±Ð¾ÑÐ¾Ð²; - ÐÑÐ¸Ð²ÐµÑÑÐ¸ Ð¾Ð±Ð¾ÑÐ½Ð¾Ð²Ð°Ð½Ð¸Ðµ ÑÑÑÐ°ÑÐµÐ³Ð¸ÑÐµÑÐºÐ¸Ñ ÑÐµÑÐµÐ½Ð¸Ð¹, Ð°ÐºÑÑÐ°Ð»ÑÐ½ÑÑ Ð´Ð»Ñ ÑÐ°ÑÑÐ¼Ð°ÑÑÐ¸Ð²Ð°ÐµÐ¼Ð¾Ð¹ ÑÐ¸ÑÑÐ°ÑÐ¸Ð¸; - ÐÑÐ¾Ð¸Ð·Ð²ÐµÑÑÐ¸ Ð²ÑÐ±Ð¾Ñ ÑÐµÐ»ÐµÐ²Ð¾Ð³Ð¾ ÑÑÐ½ÐºÐ° Ð¿ÑÐµÐ´Ð¿ÑÐ¸ÑÑÐ¸Ñ; - Ð Ð°Ð·ÑÐ°Ð±Ð¾ÑÐ°ÑÑ ÑÑÑÐ°ÑÐµÐ³Ð¸Ñ Ð¿Ð¾Ð·Ð¸ÑÐ¸Ð¾Ð½Ð¸ÑÐ¾Ð²Ð°Ð½Ð¸Ñ Ð¿ÑÐµÐ´Ð¿ÑÐ¸ÑÑÐ¸Ñ Ð¸ Ð´Ð°ÑÑ ÑÐµÐºÐ¾Ð¼ÐµÐ½Ð´Ð°ÑÐ¸Ð¸ Ð¿Ð¾ ÐµÑ ÑÐµÐ°Ð»Ð¸Ð·Ð°ÑÐ¸Ð¸; - ÐÑÐµÐ½Ð¸ÑÑ ÑÑÑÐµÐºÑÐ¸Ð²Ð½Ð¾ÑÑÑ Ð¿ÑÐµÐ´Ð»Ð¾Ð¶ÐµÐ½Ð½ÑÑ Ð¼ÐµÑÐ¾Ð¿ÑÐ¸ÑÑÐ¸Ð¹ Ð¿Ð¾ Ð´Ð¾Ð½ÐµÑÐµÐ½Ð¸Ñ Ð¿Ð¾Ð·Ð¸ÑÐ¸Ð¾Ð½Ð¸ÑÐ¾Ð²Ð°Ð½Ð¸Ñ Ð´Ð¾ ÑÐµÐ»ÐµÐ²ÑÑ ÑÐµÐ³Ð¼ÐµÐ½ÑÐ¾Ð². ÐÐµÑÐ¾Ð´Ð¾Ð»Ð¾Ð³Ð¸Ñ Ð¿ÑÐ¾Ð²ÐµÐ´ÐµÐ½Ð¸Ñ ÑÐ°Ð±Ð¾ÑÑ: Ð°Ð½Ð°Ð»Ð¸Ð· Ð»Ð¸ÑÐµÑÐ°ÑÑÑÑ, Ð½Ð¾ÑÐ¼Ð°ÑÐ¸Ð²Ð½Ð¾-Ð¿ÑÐ°Ð²Ð¾Ð²ÑÑ Ð°ÐºÑÐ¾Ð² Ð¸ Ð¾ÑÐºÑÑÑÑÑ Ð¸ÑÑÐ¾ÑÐ½Ð¸ÐºÐ¾Ð², ÐºÐ¾Ð½ÑÐµÐ½Ñ-Ð°Ð½Ð°Ð»Ð¸Ð· Ð¾ÑÐ·ÑÐ²Ð¾Ð², ÑÐ°Ð·Ð¼ÐµÑÐµÐ½Ð½ÑÑ Ð² Ð¾ÑÐºÑÑÑÐ¾Ð¼ Ð´Ð¾ÑÑÑÐ¿Ðµ, Ð³Ð»ÑÐ±Ð¸Ð½Ð½Ð¾Ðµ Ð¸Ð½ÑÐµÑÐ²ÑÑ, Ð¼ÐµÑÐ¾Ð´Ñ Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð¾Ð²Ð¾Ð³Ð¾ ÑÐ¸ÑÑÐ°ÑÐ¸Ð¾Ð½Ð½Ð¾Ð³Ð¾ Ð°Ð½Ð°Ð»Ð¸Ð·Ð°, Ð¼ÐµÑÐ¾Ð´ ÐºÐ¾Ð½ÐºÑÑÐµÐ½ÑÐ½Ð¾Ð³Ð¾ Ð°Ð½Ð°Ð»Ð¸Ð·Ð°. ÐÑÐ½Ð¾Ð²Ð½ÑÐ¼Ð¸ ÑÐµÐ·ÑÐ»ÑÑÐ°ÑÐ°Ð¼Ð¸ Ð¿ÑÐ¾Ð²ÐµÐ´ÐµÐ½Ð½Ð¾Ð¹ ÑÐ°Ð±Ð¾ÑÑ ÑÑÐ°Ð»Ð¸ ÑÐµÐ·ÑÐ»ÑÑÐ°ÑÑ ÐºÐ¾Ð»Ð¸ÑÐµÑÑÐ²ÐµÐ½Ð½Ð¾Ð³Ð¾ Ð¸ ÐºÐ°ÑÐµÑÑÐ²ÐµÐ½Ð½Ð¾Ð³Ð¾ Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð¾Ð²ÑÑ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ð¹, Ð°Ð½Ð°Ð»Ð¸Ð· Ð¸ Ð¾ÑÐµÐ½ÐºÐ° ÐºÐ¾Ð½ÐºÑÑÐµÐ½ÑÐ½Ð¾Ð³Ð¾ Ð¿ÑÐ¾ÑÐ¸Ð»Ñ ÐºÐ¾Ð½ÐºÑÑÐµÐ½ÑÐ¾Ð², Ð²ÑÐ±Ð¾Ñ ÑÐµÐ»ÐµÐ²Ð¾Ð³Ð¾ ÑÑÐ½ÐºÐ°, Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð¾Ð²Ð¾Ð¹ ÑÑÑÐ°ÑÐµÐ³Ð¸Ð¸, ÑÐ°Ð·ÑÐ°Ð±Ð¾ÑÐºÐ° ÑÑÑÐ°ÑÐµÐ³Ð¸Ð¸ Ð¿Ð¾Ð·Ð¸ÑÐ¸Ð¾Ð½Ð¸ÑÐ¾Ð²Ð°Ð½Ð¸Ñ Ð¸ ÑÐµÐºÐ¾Ð¼ÐµÐ½Ð´Ð°ÑÐ¸Ð¹ Ð¿Ð¾ ÐµÑ Ð²Ð½ÐµÐ´ÑÐµÐ½Ð¸Ñ Ð¸ Ð¾ÑÐµÐ½ÐºÐµ. Ð ÑÐ²Ð¾Ñ Ð¾ÑÐµÑÐµÐ´Ñ, Ð¿ÑÐ°ÐºÑÐ¸ÑÐµÑÐºÐ°Ñ Ð·Ð½Ð°ÑÐ¸Ð¼Ð¾ÑÑÑ ÑÐ°Ð±Ð¾ÑÑ Ð·Ð°ÐºÐ»ÑÑÐ°ÐµÑÑÑ Ð² Ð²Ð¾Ð·Ð¼Ð¾Ð¶Ð½Ð¾ÑÑÐ¸ ÑÐ°Ð·ÑÐ°Ð±Ð¾ÑÐºÐ¸ ÑÑÑÐ°ÑÐµÐ³Ð¸Ð¸ Ð¿Ð¾Ð·Ð¸ÑÐ¸Ð¾Ð½Ð¸ÑÐ¾Ð²Ð°Ð½Ð¸Ñ Ð´Ð»Ñ Ð´ÑÑÐ³Ð¸Ñ Ð¸Ð³ÑÐ¾ÐºÐ¾Ð² ÑÑÐ½ÐºÐ° Ð½Ð° Ð¾ÑÐ½Ð¾Ð²Ð°Ð½Ð¸Ð¸ ÑÐµÐ·ÑÐ»ÑÑÐ°ÑÐ¾Ð² Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð¾Ð²ÑÑ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ð¹.
description: The theme of the final qualification work of the bachelor: Â«Marketing research of the market of product sets in order to develop a positioning strategy for a new entrantÂ». The aim of the presented work is to develop a strategy for positioning a new participant in the market of product sets. Tasks of the graduate qualification work: - Describe of a new business project in the market of product sets; - Analyze the factors of the macro- and microenvironment of the enterprise; - Investigate consumer behavior in terms of the desired benefits when choosing product sets; - Investigate the characteristics of the competitive profile of participants in the market of product sets; - Provide a rationale for strategic decisions relevant to the situation under consideration; - Select the target market of the enterprise; - Develop a positioning strategy for the enterprise and give recommendations for its implementation; - Evaluate the effectiveness of the proposed measures to convey positioning to target segments. Methodology of work: analysis of literature, regulations and open sources, content analysis of publicly available reviews, in-depth interviews, methods of marketing situational analysis, competitive analysis method. The main results of the work carried out were the results of quantitative and qualitative marketing research, analysis and assessment of the competitive profile of competitors, selection of a target market, marketing strategy, development of a positioning strategy and recommendations for its implementation and evaluation. In turn, the practical significance of the work lies in the possibility of developing a positioning strategy for other market players based on the results of marketing research.