title: ÐÐ»Ð°Ð½Ð¸ÑÐ¾Ð²Ð°Ð½Ð¸Ðµ Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð¾Ð²Ð¾Ð¹ ÑÑÑÐ°ÑÐµÐ³Ð¸Ð¸ ÑÑÐ°ÑÑÐ°Ð¿Ð° Ð² ÑÐ¸ÑÑÐ¾Ð²Ð¾Ð¹ ÑÑÐµÐ´Ðµ
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: Planning a startup's marketing strategy in a digital environment
Creators: name: Ð ÑÐ±Ð°Ð½, ÐÐ¸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: ÑÑÑÐ°ÑÐµÐ³Ð¸Ñ Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð°
Ð¿Ð»Ð°Ð½Ð¸ÑÐ¾Ð²Ð°Ð½Ð¸Ðµ
Ð¸Ð½ÑÐµÑÐ½ÐµÑ-Ð¿ÑÐ¾ÐµÐºÑ
ÑÑÐ°ÑÑÐ°Ð¿
Ð¿Ð°ÑÑÐ½ÐµÑÑ
ÐºÐ¾Ð½ÐºÑÑÐµÐ½ÑÑ
Ð¿Ð°ÑÑÐ½ÐµÑÑÐºÐ°Ñ Ð¿ÑÐ¾Ð³ÑÐ°Ð¼Ð¼Ð°
ÑÑÐ½Ð¾Ðº ÐÐÐ
Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð¾Ð²ÑÐ¹ Ð°Ð½Ð°Ð»Ð¸Ð·
marketing strategy
planning
Internet project
startup
partners
competitors
partnership program
HLS market
marketing analysis

description: ÐÐ°Ð½Ð½Ð°Ñ ÑÐ°Ð±Ð¾ÑÐ° Ð¿Ð¾ÑÐ²ÑÑÐµÐ½Ð° Ð²ÑÑÐ²Ð»ÐµÐ½Ð¸Ñ Ð¾ÑÐ¾Ð±ÐµÐ½Ð½Ð¾ÑÑÐµÐ¹ Ð¿ÑÐ¸ ÑÐ°Ð·ÑÐ°Ð±Ð¾ÑÐºÐµ Ð¸ ÑÐµÐ°Ð»Ð¸Ð·Ð°ÑÐ¸Ð¸ Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð¾Ð²Ð¾Ð¹ ÑÑÑÐ°ÑÐµÐ³Ð¸Ð¸ ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¸. ÐÐ°Ð´Ð°ÑÐ¸, ÐºÐ¾ÑÐ¾ÑÑÐµ ÑÐµÑÐ°Ð»Ð¸ÑÑ Ð² ÑÐ¾Ð´Ðµ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ: 1. Ð Ð°ÑÑÐ¼Ð¾ÑÑÐµÐ½Ð¸Ðµ Ð¾ÑÐ¾Ð±ÐµÐ½Ð½Ð¾ÑÑÐµÐ¹ Ð¿Ð»Ð°Ð½Ð¸ÑÐ¾Ð²Ð°Ð½Ð¸Ñ Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð¾Ð²Ð¾Ð¹ ÑÑÑÐ°ÑÐµÐ³Ð¸Ð¸ Ð¸Ð½ÑÐµÑÐ½ÐµÑ-Ð¿ÑÐ¾ÐµÐºÑÐ°. 2. ÐÐ·ÑÑÐµÐ½Ð¸Ðµ Ð¾ÑÐ½Ð¾Ð²Ð½ÑÑ ÑÐµÐ½Ð´ÐµÐ½ÑÐ¸Ð¹ ÑÑÐ½ÐºÐ° ÑÐ¾Ð²Ð°ÑÐ¾Ð² Ð¸ ÑÑÐ»ÑÐ³ Ð´Ð»Ñ Ð·Ð´Ð¾ÑÐ¾Ð²Ð¾Ð³Ð¾ Ð¾Ð±ÑÐ°Ð·Ð° Ð¶Ð¸Ð·Ð½Ð¸. 3. ÐÑÐ¾Ð²ÐµÐ´ÐµÐ½Ð¸Ðµ Ð¾Ð¿ÑÐ¾ÑÐ° Ð¿Ð¾ÑÑÐµÐ±Ð¸ÑÐµÐ»ÐµÐ¹ Ñ ÑÐµÐ»ÑÑ ÑÐµÐ³Ð¼ÐµÐ½ÑÐ¸ÑÐ¾Ð²Ð°Ð½Ð¸Ñ Ð¸ Ð²ÑÑÐ²Ð»ÐµÐ½Ð¸Ñ Ð¾ÑÐ½Ð¾ÑÐµÐ½Ð¸Ð¹ Ðº ÑÐ°Ð·Ð²Ð¸ÑÐ¸Ñ Ð»Ð¸ÑÐ½Ð¾ÑÑÐ¸. 4. ÐÑÐ¾Ð²ÐµÐ´ÐµÐ½Ð¸Ðµ Ð°Ð½Ð°Ð»Ð¸Ð·Ð° Ð¼Ð¸ÐºÑÐ¾ÑÑÐµÐ´Ñ Ð¸ Ð¼Ð°ÐºÑÐ¾ÑÑÐµÐ´Ñ. 5. ÐÑÑÑÐµÑÑÐ²Ð»ÐµÐ½Ð¸Ðµ Ð¸ Ð¿Ð¾Ð¸ÑÐº Ð°Ð»ÑÑÐµÑÐ½Ð°ÑÐ¸Ð²Ð½ÑÑ ÑÑÑÐ°ÑÐµÐ³Ð¸ÑÐµÑÐºÐ¸Ñ ÑÐµÑÐµÐ½Ð¸Ð¹ Ð´ÐµÑÑÐµÐ»ÑÐ½Ð¾ÑÑÐ¸ Ð¸Ð½ÑÐµÑÐ½ÐµÑ-Ð¿ÑÐ¾ÐµÐºÑÐ°. 6. ÐÑÑÑÐµÑÑÐ²Ð»ÐµÐ½Ð¸Ðµ Ð´ÐµÑÐ°Ð»Ð¸Ð·Ð°ÑÐ¸Ð¸ Ð¿ÑÐ¸Ð½ÑÑÑÑ ÑÑÑÐ°ÑÐµÐ³Ð¸ÑÐµÑÐºÐ¸Ñ ÑÐµÑÐµÐ½Ð¸Ð¹ Ð´ÐµÑÑÐµÐ»ÑÐ½Ð¾ÑÑÐ¸ Ð¸Ð½ÑÐµÑÐ½ÐµÑ-Ð¿ÑÐ¾ÐµÐºÑÐ°. 7. ÐÑÐµÐ½ÐºÐ° ÑÑÑÐµÐºÑÐ¸Ð²Ð½Ð¾ÑÑÐ¸ ÑÐ°Ð·ÑÐ°Ð±Ð¾ÑÐ°Ð½Ð½ÑÑ ÑÑÑÐ°ÑÐµÐ³Ð¸ÑÐµÑÐºÐ¸Ñ ÑÐµÑÐµÐ½Ð¸Ð¹ Ð´ÐµÑÑÐµÐ»ÑÐ½Ð¾ÑÑÐ¸ Ð¸Ð½ÑÐµÑÐ½ÐµÑ-Ð¿ÑÐ¾ÐµÐºÑÐ°. Ð Ð°Ð±Ð¾ÑÐ° Ð¿ÑÐ¾Ð²ÐµÐ´ÐµÐ½Ð° Ñ ÑÐµÐ»ÑÑ Ð·Ð°Ð¿ÑÑÐºÐ° ÑÑÐ°ÑÑÐ°Ð¿Ð° Ð² ÑÐ¸ÑÑÐ¾Ð²Ð¾Ð¹ ÑÑÐµÐ´Ðµ Ð½Ð° ÑÑÐ½ÐºÐµ ÐÐÐ. ÐÑÐ»Ð¸ Ð¿ÑÐ¾Ð²ÐµÐ´ÐµÐ½Ñ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ Ð²Ð½ÐµÑÐ½ÐµÐ¹ Ð¸ Ð²Ð½ÑÑÑÐµÐ½Ð½ÐµÐ¹ ÑÑÐµÐ´ Ñ Ð¿Ð¾Ð¼Ð¾ÑÑÑ ÑÐ°ÐºÐ¸Ñ Ð¸Ð½ÑÑÑÑÐ¼ÐµÐ½ÑÐ¾Ð², ÐºÐ°Ðº Swot- Ð¸ Pest-Ð°Ð½Ð°Ð»Ð¸Ð·Ñ, Ð¿ÑÐ¾Ð²ÐµÐ´ÐµÐ½Ñ Ð¾Ð¿ÑÐ¾ÑÑ Ð´Ð»Ñ Ð»ÑÑÑÐµÐ³Ð¾ Ð¿Ð¾Ð½Ð¸Ð¼Ð°Ð½Ð¸Ñ ÑÐµÐ»ÐµÐ²Ð¾Ð¹ Ð°ÑÐ´Ð¸ÑÐ¾ÑÐ¸Ð¸, Ð±ÑÐ»Ð¾ Ð¾ÑÑÑÐµÑÑÐ²Ð»ÐµÐ½Ð¾ ÑÐµÐ³Ð¼ÐµÐ½ÑÐ¸ÑÐ¾Ð²Ð°Ð½Ð¸Ðµ Ð°ÑÐ´Ð¸ÑÐ¾ÑÐ¸Ð¸ Ð¼ÐµÑÐ¾Ð´Ð¾Ð¼ Khramatrix, Ð° ÑÐ°ÐºÐ¶Ðµ Ð±ÑÐ» Ð¿ÑÐ¾Ð¸Ð·Ð²ÐµÐ´ÐµÐ½ ÐºÐ¾Ð½ÐºÑÑÐµÐ½ÑÐ½ÑÐ¹ Ð°Ð½Ð°Ð»Ð¸Ð· Ñ Ð¸ÑÐ¿Ð¾Ð»ÑÐ·Ð¾Ð²Ð°Ð½Ð¸ÐµÐ¼ Ð¼Ð¾Ð´ÐµÐ»Ð¸ ÐÐ°Ð¹ÐºÐ»Ð° ÐÐ¾ÑÑÐµÑÐ°. ÐÐ°Ð½Ð½ÑÐµ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ ÑÐ¿Ð¾ÑÐ¾Ð±Ð½Ñ Ð¿Ð¾ÐºÐ°Ð·Ð°ÑÑ Ð°ÐºÑÑÐ°Ð»ÑÐ½ÑÑ ÑÐ¸ÑÑÐ°ÑÐ¸Ñ Ð½Ð° ÑÑÐ½ÐºÐµ Ð¸ Ð²ÐµÑÐ¾ÑÑÐ½Ð¾ÑÑÑ ÑÑÐ¿ÐµÑÐ½Ð¾Ð³Ð¾ Ð²Ð½ÐµÐ´ÑÐµÐ½Ð¸Ñ Ð½Ð¾Ð²Ð¾Ð³Ð¾ Ð¿ÑÐ¾ÐµÐºÑÐ°. Ð ÑÐµÐ·ÑÐ»ÑÑÐ°ÑÐµ Ð±ÑÐ»Ð¸ ÑÐ°Ð·ÑÐ°Ð±Ð¾ÑÐ°Ð½Ñ ÑÑÑÐ°ÑÐµÐ³Ð¸ÑÐµÑÐºÐ¸Ðµ Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð¾Ð²ÑÐµ ÑÐµÑÐµÐ½Ð¸Ñ, Ð¾ÑÑÑÐµÑÑÐ²Ð»ÐµÐ½Ð° Ð¸Ñ Ð´ÐµÑÐ°Ð»Ð¸Ð·Ð°ÑÐ¸Ñ Ð¸ Ð¾ÑÐµÐ½ÐºÐ° ÑÐºÐ¾Ð½Ð¾Ð¼Ð¸ÑÐµÑÐºÐ¾Ð¹ ÑÑÑÐµÐºÑÐ¸Ð²Ð½Ð¾ÑÑÐ¸.
description: This work is devoted to identifying features in the development and implementation of a company's marketing strategy. Tasks that were solved during the study: 1. Consideration of the features of planning a marketing strategy for an Internet project. 2. The study of the main trends in the market of goods and services for a healthy lifestyle. 3. Conducting a consumer survey in order to segment and identify relationships to personal development. 4. Analysis of microenvironment and macroenvironment. 5. Implementation and search for alternative strategic decisions of the Internet project. 6. Implementation of details of the adopted strategic decisions of the Internet project. 7. Evaluation of the effectiveness of the developed strategic decisions of the Internet project. The work was carried out with the aim of launching a startup in a digital environment on the healthy lifestyle market. Investigations of the external and internal environments were carried out using tools such as Swot and Pest analyzes, surveys were conducted to better understand the target audience, the audience was segmented using the Khramatrix method, and a competitive analysis was performed using the Michael Porter model. These studies show the current market situation and the likelihood of a successful implementation of a new project. As a result, strategic marketing decisions were developed, their detailing and evaluation of economic efficiency were carried out.