title: ÐÐ°ÑÐºÐµÑÐ¸Ð½Ð³Ð¾Ð²Ð¾Ðµ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ðµ ÑÑÐ½ÐºÐ° ÑÑÑÐ½ÑÑ Ð¿ÑÐ¾Ð´ÑÐºÑÐ¾Ð² Ñ ÑÐµÐ»ÑÑ Ð²ÑÐ²ÐµÐ´ÐµÐ½Ð¸Ñ Ð½Ð° ÑÑÐ½Ð¾Ðº Ð½Ð¾Ð²Ð¾Ð¹ ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¸
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 cheese products market to introduce a new company to the market
Creators: name: ÐÑÐ´ÐµÐ½ÑÐ¾Ð²Ð°, ÐÑÐµÐ½Ð¸Ñ
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°Ð»Ð¾Ðµ Ð¿ÑÐµÐ´Ð¿ÑÐ¸Ð½Ð¸Ð¼Ð°ÑÐµÐ»ÑÑÑÐ²Ð¾
Ð¿ÑÐ¾Ð¸Ð·Ð²Ð¾Ð´ÑÑÐ²Ð¾ ÑÑÐ½ÐºÑÐ¸Ð¾Ð½Ð°Ð»ÑÐ½Ð¾Ð³Ð¾ ÑÑÑÐ°
Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð¾Ð²Ð¾Ðµ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ðµ
Ð²ÑÑ Ð¾Ð´ Ð½Ð° ÑÑÐ½Ð¾Ðº
Ð±ÑÐµÐ½Ð´Ð¸Ð½Ð³
Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³ Ð¼Ð¸ÐºÑ
Ð±Ð¸Ð·Ð½ÐµÑ-Ð¿Ð»Ð°Ð½Ð¸ÑÐ¾Ð²Ð°Ð½Ð¸Ðµ
strategy
small business
functional cheese production
marketing research
market entry
branding
marketing mix
business planning

description: Ð¢ÐµÐ¼Ð° Ð²ÑÐ¿ÑÑÐºÐ½Ð¾Ð¹ ÐºÐ²Ð°Ð»Ð¸ÑÐ¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½Ð¾Ð¹ ÑÐ°Ð±Ð¾ÑÑ: Â«ÐÐ°ÑÐºÐµÑÐ¸Ð½Ð³Ð¾Ð²Ð¾Ðµ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ðµ ÑÑÐ½ÐºÐ° ÑÑÑÐ½ÑÑ Ð¿ÑÐ¾Ð´ÑÐºÑÐ¾Ð² Ñ ÑÐµÐ»ÑÑ Ð²ÑÐ²ÐµÐ´ÐµÐ½Ð¸Ñ Ð½Ð° ÑÑÐ½Ð¾Ðº Ð½Ð¾Ð²Ð¾Ð¹ ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¸Â». ÐÐ°Ð½Ð½Ð°Ñ ÑÐ°Ð±Ð¾ÑÐ° Ð¿Ð¾ÑÐ²ÑÑÐµÐ½Ð° ÑÐ°Ð·ÑÐ°Ð±Ð¾ÑÐºÐµ ÑÑÑÐ°ÑÐµÐ³Ð¸Ð¸ Ð²ÑÐ²ÐµÐ´ÐµÐ½Ð¸Ñ Ð½Ð° ÑÑÐ½Ð¾Ðº Ð½Ð¾Ð²Ð¾Ð¹ ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¸ Ð¿Ð¾ Ð¿ÑÐ¾Ð¸Ð·Ð²Ð¾Ð´ÑÑÐ²Ñ Ð½Ð¾Ð²Ð°ÑÐ¾ÑÑÐºÐ¾Ð³Ð¾ Ð¿ÑÐ¾Ð´ÑÐºÑÐ° Ð¿Ð¸ÑÐ°Ð½Ð¸Ñ, ÑÑÐ½ÐºÑÐ¸Ð¾Ð½Ð°Ð»ÑÐ½Ð¾Ð³Ð¾ ÑÑÑÐ°. Ð Ð¿ÑÐ¾ÑÐµÑÑÐµ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ Ð±ÑÐ»Ð¸ ÑÐµÑÐµÐ½Ñ ÑÐ»ÐµÐ´ÑÑÑÐ¸Ðµ Ð·Ð°Ð´Ð°ÑÐ¸: Ð¸Ð·ÑÑÐµÐ½Ð° ÑÑÑÐµÑÑÐ²ÑÑÑÐ°Ñ ÐºÐ¾Ð½ÑÐµÐºÑÑÑÐ° ÑÑÐ½ÐºÐ° ÑÑÑÐ½ÑÑ Ð¿ÑÐ¾Ð´ÑÐºÑÐ¾Ð² Ð Ð¾ÑÑÐ¸Ð¹ÑÐºÐ¾Ð¹ Ð¤ÐµÐ´ÐµÑÐ°ÑÐ¸Ð¸; ÑÐ¿ÑÐ¾ÐµÐºÑÐ¸ÑÐ¾Ð²Ð°Ð½Ð° Ð¾ÑÐ³Ð°Ð½Ð¸Ð·Ð°ÑÐ¸Ð¾Ð½Ð½Ð¾-ÑÐºÐ¾Ð½Ð¾Ð¼Ð¸ÑÐµÑÐºÐ¸Ðµ Ð°ÑÐ¿ÐµÐºÑÑ ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¸; Ð¾ÑÐµÐ½ÐµÐ½Ñ ÑÐ¸Ð»ÑÐ½ÑÐµ Ð¸ ÑÐ»Ð°Ð±ÑÐµ ÑÑÐ¾ÑÐ¾Ð½Ñ, Ð²Ð¾Ð·Ð¼Ð¾Ð¶Ð½Ð¾ÑÑÐ¸ Ð¸ ÑÐ³ÑÐ¾Ð·Ñ ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¸, Ð±Ð»Ð°Ð³Ð¾Ð¿ÑÐ¸ÑÑÐ½Ð¾ÑÑÑ ÑÑÐ»Ð¾Ð²Ð¸Ð¹ Ð²ÑÑÐ¾Ð´Ð° Ð½Ð° ÑÑÐ½Ð¾Ðº; Ð¿ÑÐ¾Ð°Ð½Ð°Ð»Ð¸Ð·Ð¸ÑÐ¾Ð²Ð°Ð½Ñ ÐºÐ¾Ð½ÐºÑÑÐµÐ½ÑÑ, Ð¿Ð¾Ð²ÐµÐ´ÐµÐ½Ð¸Ðµ Ð¿Ð¾ÑÑÐµÐ±Ð¸ÑÐµÐ»ÐµÐ¹, Ð¸Ñ ÑÐµÐ³Ð¼ÐµÐ½ÑÐ°ÑÐ¸Ñ Ð¸ Ð¾Ð¿Ð¸ÑÐ°Ð½Ð¸Ðµ Ð¿ÑÐ¾ÑÐ¸Ð»ÐµÐ¹; ÑÐ°Ð·ÑÐ°Ð±Ð¾ÑÐ°Ð½ Ð±ÑÐµÐ½Ð´ Â«Ð§Ð¸Ð·Ð¸Ð»Ð°Ð¹ÑÂ», ÑÑÑÐ°ÑÐµÐ³Ð¸Ñ Ð¿Ð¾Ð·Ð¸ÑÐ¸Ð¾Ð½Ð¸ÑÐ¾Ð²Ð°Ð½Ð¸Ñ, ÐºÐ¾ÑÐ¾ÑÐ°Ñ Ð¿Ð¾Ð·Ð²Ð¾Ð»Ð¸Ð»Ð° Ð±Ñ ÑÐµÑÐºÐ¾ Ð¸Ð´ÐµÐ½ÑÐ¸ÑÐ¸ÑÐ¸ÑÐ¾Ð²Ð°ÑÑ Â«Ð§Ð¸Ð·Ð¸Ð»Ð°Ð¹ÑÂ» Ñ Ð½Ð¾Ð²ÑÐ¼ ÑÐ½Ð¸ÐºÐ°Ð»ÑÐ½ÑÐ¼ ÑÑÐ½ÐºÑÐ¸Ð¾Ð½Ð°Ð»ÑÐ½ÑÐ¼ Ð¿ÑÐ¾Ð´ÑÐºÑÐ¾Ð¼ Ð½Ð° ÑÑÐ½ÐºÐµ Ð¾ÑÐµÑÐµÑÑÐ²ÐµÐ½Ð½ÑÑ ÑÑÑÐ½ÑÑ Ð¿ÑÐ¾Ð´ÑÐºÑÐ¾Ð²; ÑÐ°Ð·ÑÐ°Ð±Ð¾ÑÐ°Ð½Ð° ÑÐ°ÐºÐ¶Ðµ Ð±ÑÐ´ÑÑÐ°Ñ Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð¾Ð²Ð°Ñ Ð´ÐµÑÑÐµÐ»ÑÐ½Ð¾ÑÑÑ Ð¿ÑÐµÐ´Ð¿ÑÐ¸ÑÑÐ¸Ñ (Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³-Ð¼Ð¸ÐºÑ), Ð² ÑÐ°ÑÑÐ½Ð¾ÑÑÐ¸ ÑÐ±ÑÑÐ¾Ð²Ð°Ñ Ð´ÐµÑÑÐµÐ»ÑÐ½Ð¾ÑÑÑ, Ð±ÑÐ» ÑÐ°Ð·ÑÐ°Ð±Ð¾ÑÐ°Ð½ Ð±ÑÐ´Ð¶ÐµÑ Ð²ÑÐ²ÐµÐ´ÐµÐ½Ð¸Ñ ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¸ Ð½Ð° ÑÑÐ½Ð¾Ðº Ð¸ Ð¾ÑÐµÐ½ÐµÐ½Ð° ÑÑÑÐµÐºÑÐ¸Ð²Ð½Ð¾ÑÑÑ ÑÑÑÐ°ÑÐµÐ³Ð¸Ð¸ Ð¿ÑÑÐµÐ¼ Ð¿Ð¾Ð»ÐµÐ²Ð¾Ð³Ð¾ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ Ð¿Ð¾ÑÐµÐ½ÑÐ¸Ð°Ð»ÑÐ½ÑÑ Ð¿ÑÐµÐ´ÑÑÐ°Ð²Ð¸ÑÐµÐ»ÐµÐ¹ ÑÐµÐ»ÐµÐ²ÑÑ Ð³ÑÑÐ¿Ð¿. Ð Ð°Ð±Ð¾ÑÐ° Ð¿ÑÐ¾Ð²ÐµÐ´ÐµÐ½Ð° Ð½Ð° Ð±Ð°Ð·Ðµ Ð½Ð¾ÑÐ¼Ð°ÑÐ¸Ð²Ð½Ð¾-Ð¿ÑÐ°Ð²Ð¾Ð²ÑÑ Ð°ÐºÑÐ¾Ð² Ð Ð¤, Ð¾ÑÐµÑÐµÑÑÐ²ÐµÐ½Ð½Ð¾Ð¹ Ð¸ Ð·Ð°ÑÑÐ±ÐµÐ¶Ð½Ð¾Ð¹ Ð½Ð°ÑÑÐ½Ð¾Ð¹ Ð»Ð¸ÑÐµÑÐ°ÑÑÑÑ Ð¿Ð¾ ÑÐµÐ¼Ðµ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ, Ð±Ð¸Ð·Ð½ÐµÑ Ð¸Ð½ÑÐµÑÐ½ÐµÑ-ÑÐµÑÑÑÑÐ°Ð¼, Ð³Ð¾ÑÐ¾Ð²ÑÐ¼ Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð¾Ð²ÑÐ¼ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸ÑÐ¼ Â«GfkÂ», Â«ÐÐ½ÐºÐµÑÐ¾Ð»Ð¾Ð³Â» Ð¸ Â«ROIF EXPERTÂ». Ð ÑÐµÐ·ÑÐ»ÑÑÐ°ÑÐµ ÑÐ°Ð±Ð¾ÑÑ Ð±ÑÐ»Ð° ÑÐ°Ð·ÑÐ°Ð±Ð¾ÑÐ°Ð½Ð° ÑÑÑÐ°ÑÐµÐ³Ð¸Ñ Ð²ÑÐ²ÐµÐ´ÐµÐ½Ð¸Ñ Ð½Ð° ÑÑÐ½Ð¾Ðº, ÐºÐ¾ÑÐ¾ÑÐ°Ñ Ð¼Ð¾Ð¶ÐµÑ Ð±ÑÑÑ Ð¸ÑÐ¿Ð¾Ð»ÑÐ·Ð¾Ð²Ð°Ð½Ð° Ð² ÐºÐ¾Ð¼Ð¼ÐµÑÑÐµÑÐºÐ¾Ð¹ Ð´ÐµÑÑÐµÐ»ÑÐ½Ð¾ÑÑÐ¸, ÑÐ²ÑÐ·Ð°Ð½Ð½Ð¾Ð¹ Ñ Ð²ÑÐ²Ð¾Ð´Ð¾Ð¼ ÑÐ½Ð¸ÐºÐ°Ð»ÑÐ½Ð¾Ð³Ð¾ Ð¿ÑÐ¾Ð´ÑÐºÑÐ° Ð½Ð° Ð»Ð¾ÐºÐ°Ð»ÑÐ½ÑÐ¹ ÑÑÐ½Ð¾Ðº.Â 
description: The topic of the final qualifying work: "Marketing research of the cheese products market to introduce a new company to the market".This work is devoted to the development of a strategy for introducing a new company to the market to produce an innovative food product, functional cheese. In the course of the research, the following tasks were solved: the existing market conditions of cheese products of the Russian Federation were studied; the organizational and economic aspects of the company were designed; the strengths and weaknesses, opportunities and threats of the company, the favorable conditions for entering the market were evaluated; competitors, consumer behavior, their segmentation and profile description were analyzed; the Â«CheesylifeÂ» brand has been developed, a positioning strategy that would clearly identify Â«CheesylifeÂ» with a new unique functional product on the market of Russian cheese products; the future marketing activities of the enterprise (marketing mix), in particular sales activities, have also been developed, the budget for bringing the company to market has been developed and the effectiveness of the strategy has been evaluated by field research of potential representatives of target groups. The work was carried out based on regulatory legal acts of the Russian Federation, Russian and foreign scientific literature on the research topic, business Internet resources, ready-made marketing research, prepared by "Gfk", "Anketologist" and "ROIF EXPERT". As a result of the work, a market launch strategy was developed, which can be used in commercial activities related to the launch of a unique product on the local market.