title: Ð Ð°Ð·ÑÐ°Ð±Ð¾ÑÐºÐ° Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð¾Ð²Ð¾Ð¹ ÑÑÑÐ°ÑÐµÐ³Ð¸Ð¸ Ð½Ð° ÑÑÐ½ÐºÐµ Ð¿ÑÐ¾Ð´ÑÐºÑÐ¾Ð² Ð½ÐµÑÑÐµÐ¿ÐµÑÐµÑÐ°Ð±Ð¾ÑÐºÐ¸
title: Ð²ÑÐ¿ÑÑÐºÐ½Ð°Ñ ÐºÐ²Ð°Ð»Ð¸ÑÐ¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½Ð°Ñ ÑÐ°Ð±Ð¾ÑÐ° Ð¼Ð°Ð³Ð¸ÑÑÑÐ°
titleType: Subtitle
title: Development of a marketing strategy in the oil refining market
Creators: name: ÐÑÐ·Ð½ÐµÑÐ¾Ð², ÐÐ¸ÐºÐ¾Ð»Ð°Ð¹
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: 2025
Subjects: Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð¾Ð²Ð°Ñ ÑÑÑÐ°ÑÐµÐ³Ð¸Ñ
Ð½ÐµÑÑÐµÐ¿ÐµÑÐµÑÐ°Ð±Ð¾ÑÐºÐ°
ÐºÐ¾Ð½ÐºÑÑÐµÐ½ÑÐ¾ÑÐ¿Ð¾ÑÐ¾Ð±Ð½Ð¾ÑÑÑ
Ð°ÑÐ¸Ð½ÑÐºÐ¸Ð¹ Ð½Ð¿Ð·
ÑÐºÐ¾Ð»Ð¾Ð³Ð¸ÑÐµÑÐºÐ¸Ð¹ Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³
marketing strategy
oil refining
competitiveness
achinsk refinery
environmental marketing

description: Ð¦ÐµÐ»ÑÑ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ ÑÐ²Ð»ÑÐµÑÑÑ ÑÐ¾ÑÐ¼Ð¸ÑÐ¾Ð²Ð°Ð½Ð¸Ðµ Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð¾Ð²Ð¾Ð¹ ÑÑÑÐ°ÑÐµÐ³Ð¸Ð¸ Ð´Ð»Ñ ÐÐ Â«ÐÑÐ¸Ð½ÑÐºÐ¸Ð¹ ÐÐÐ ÐÐÐÂ», Ð½Ð°Ð¿ÑÐ°Ð²Ð»ÐµÐ½Ð½Ð¾Ð¹ Ð½Ð° Ð¿Ð¾Ð²ÑÑÐµÐ½Ð¸Ðµ ÑÑÑÐ¾Ð¹ÑÐ¸Ð²Ð¾ÑÑÐ¸ Ð¿ÑÐµÐ´Ð¿ÑÐ¸ÑÑÐ¸Ñ Ð½Ð° ÑÐ½ÐµÑÐ³ÐµÑÐ¸ÑÐµÑÐºÐ¾Ð¼ ÑÑÐ½ÐºÐµ Ð² ÑÑÐ»Ð¾Ð²Ð¸ÑÑ Ð½Ð¾Ð²ÑÑ Ð³ÐµÐ¾Ð¿Ð¾Ð»Ð¸ÑÐ¸ÑÐµÑÐºÐ¸Ñ Ð¸ ÑÐºÐ¾Ð½Ð¾Ð¼Ð¸ÑÐµÑÐºÐ¸Ñ Ð²ÑÐ·Ð¾Ð²Ð¾Ð². ÐÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ðµ Ð²ÑÐ¿Ð¾Ð»Ð½ÑÐ»Ð¾ÑÑ Ð½Ð° Ð±Ð°Ð·Ðµ ÐÐ Â«ÐÑÐ¸Ð½ÑÐºÐ¸Ð¹ ÐÐÐ ÐÐÐÂ». ÐÑÐµÐ´Ð¼ÐµÑ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ: Ð¸Ð½ÑÑÑÑÐ¼ÐµÐ½ÑÑ Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð¾Ð²Ð¾Ð¹ ÑÑÑÐ°ÑÐµÐ³Ð¸Ð¸ ÐÐ Â«ÐÑÐ¸Ð½ÑÐºÐ¸Ð¹ ÐÐÐ ÐÐÐÂ» Ð½Ð° ÑÐ½ÐµÑÐ³ÐµÑÐ¸ÑÐµÑÐºÐ¾Ð¼ ÑÑÐ½ÐºÐµ. ÐÐµÑÐ¾Ð´Ñ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ: ÑÐ¸ÑÑÐµÐ¼Ð½ÑÐ¹ Ð°Ð½Ð°Ð»Ð¸Ð·, ÑÑÐ°ÑÐ¸ÑÑÐ¸ÑÐµÑÐºÐ¸Ð¹ Ð°Ð½Ð°Ð»Ð¸Ð·, ÑÑÐ°Ð²Ð½Ð¸ÑÐµÐ»ÑÐ½ÑÐ¹ Ð°Ð½Ð°Ð»Ð¸Ð· (benchmarking), ÑÐºÑÐ¿ÐµÑÑÐ½ÑÐµ Ð¾ÑÐµÐ½ÐºÐ¸, ÑÑÐµÐ½Ð°ÑÐ½Ð¾Ðµ Ð¿Ð»Ð°Ð½Ð¸ÑÐ¾Ð²Ð°Ð½Ð¸Ðµ, ÑÐ¸Ð½Ð°Ð½ÑÐ¾Ð²Ð¾Ðµ Ð¼Ð¾Ð´ÐµÐ»Ð¸ÑÐ¾Ð²Ð°Ð½Ð¸Ðµ. ÐÑÐ½Ð¾Ð²Ð½ÑÐµ ÑÐµÐ·ÑÐ»ÑÑÐ°ÑÑ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ: - Ð¿ÑÐ¾Ð²ÐµÐ´ÐµÐ½ Ð°Ð½Ð°Ð»Ð¸Ð· ÑÐµÐ¾ÑÐµÑÐ¸ÑÐµÑÐºÐ¸Ñ Ð¾ÑÐ½Ð¾Ð² ÑÑÑÐ°ÑÐµÐ³Ð¸ÑÐµÑÐºÐ¾Ð³Ð¾ Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð° Ð¸ ÑÐ¾ÑÑÐ¾ÑÐ½Ð¸Ñ Ð½ÐµÑÑÐµÐ¿ÐµÑÐµÑÐ°Ð±Ð¾ÑÐºÐ¸ Ð Ð¤ Ð² ÑÑÐ»Ð¾Ð²Ð¸ÑÑ Ð³ÐµÐ¾Ð¿Ð¾Ð»Ð¸ÑÐ¸ÑÐµÑÐºÐ¾Ð¹ Ð½ÐµÑÑÐ°Ð±Ð¸Ð»ÑÐ½Ð¾ÑÑÐ¸; - ÑÐ¾Ð·Ð´Ð°Ð½Ð° ÐºÐ¾Ð¼Ð¿Ð»ÐµÐºÑÐ½Ð°Ñ Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð¾Ð²Ð°Ñ Ð¿ÑÐ¾Ð³ÑÐ°Ð¼Ð¼Ð° Ð´Ð»Ñ ÐÐ Â«ÐÑÐ¸Ð½ÑÐºÐ¸Ð¹ ÐÐÐ ÐÐÐÂ», Ð´Ð¾ÐºÐ°Ð·Ð°Ð½Ð° ÑÐºÐ¾Ð½Ð¾Ð¼Ð¸ÑÐµÑÐºÐ°Ñ ÑÑÑÐµÐºÑÐ¸Ð²Ð½Ð¾ÑÑÑ Ð¿ÑÐµÐ´Ð»Ð¾Ð¶ÐµÐ½Ð½Ð¾Ð¹ ÑÑÑÐ°ÑÐµÐ³Ð¸Ð¸ Ð¸ ÑÐ°Ð·ÑÐ°Ð±Ð¾ÑÐ°Ð½Ñ ÑÐµÐºÐ¾Ð¼ÐµÐ½Ð´Ð°ÑÐ¸Ð¸ Ð¿Ð¾ ÐµÑ Ð²Ð½ÐµÐ´ÑÐµÐ½Ð¸Ñ. ÐÐ±Ð»Ð°ÑÑÑ Ð¿ÑÐ¸Ð¼ÐµÐ½ÐµÐ½Ð¸Ñ ÑÐµÐ·ÑÐ»ÑÑÐ°ÑÐ¾Ð² ÐÐÐ : Ð¿ÑÐµÐ´Ð¿ÑÐ¸ÑÑÐ¸Ñ Ð½ÐµÑÑÐµÐ¿ÐµÑÐµÑÐ°Ð±Ð°ÑÑÐ²Ð°ÑÑÐµÐ¹ Ð¾ÑÑÐ°ÑÐ»Ð¸ Ð Ð¾ÑÑÐ¸Ð¸. ÐÐ°ÑÑÐ½Ð°Ñ Ð½Ð¾Ð²Ð¸Ð·Ð½Ð° Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ Ð·Ð°ÐºÐ»ÑÑÐ°ÐµÑÑÑ Ð² ÑÐµÑÐµÐ½Ð¸Ð¸ Ð°ÐºÑÑÐ°Ð»ÑÐ½Ð¾Ð¹ Ð½Ð°ÑÑÐ½Ð¾Ð¹ Ð·Ð°Ð´Ð°ÑÐ¸ Ð¿Ð¾ ÑÐ¾ÑÐ¼Ð¸ÑÐ¾Ð²Ð°Ð½Ð¸Ñ Ð¸ ÑÐºÐ¾Ð½Ð¾Ð¼Ð¸ÑÐµÑÐºÐ¾Ð¼Ñ Ð¾Ð±Ð¾ÑÐ½Ð¾Ð²Ð°Ð½Ð¸Ñ ÐºÐ¾Ð¼Ð¿Ð»ÐµÐºÑÐ½Ð¾Ð¹ Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð¾Ð²Ð¾Ð¹ ÑÑÑÐ°ÑÐµÐ³Ð¸Ð¸ Ð´Ð»Ñ ÐÐ Â«ÐÑÐ¸Ð½ÑÐºÐ¸Ð¹ ÐÐÐ ÐÐÐÂ», ÑÑÐ¸ÑÑÐ²Ð°ÑÑÐµÐ¹ ÑÐ¿ÐµÑÐ¸ÑÐ¸ÑÐµÑÐºÐ¸Ðµ ÑÑÐ»Ð¾Ð²Ð¸Ñ Ð³ÐµÐ¾Ð¿Ð¾Ð»Ð¸ÑÐ¸ÑÐµÑÐºÐ¾Ð¹ Ð½ÐµÑÑÐ°Ð±Ð¸Ð»ÑÐ½Ð¾ÑÑÐ¸ Ð¸ ÑÐ°Ð½ÐºÑÐ¸Ð¾Ð½Ð½Ð¾Ð³Ð¾ Ð´Ð°Ð²Ð»ÐµÐ½Ð¸Ñ. ÐÑÐ¸ ÑÐ°Ð±Ð¾ÑÐµ Ð½Ð°Ð´ ÐÐÐ  Ð¸ÑÐ¿Ð¾Ð»ÑÐ·Ð¾Ð²Ð°Ð½Ñ ÑÐ¸ÑÑÐ¾Ð²ÑÐµ ÑÐµÑÐ½Ð¾Ð»Ð¾Ð³Ð¸Ð¸: Ð±Ð¸Ð±Ð»Ð¸Ð¾ÑÐµÐºÐ° eLibrary, Scopus. ÐÐ»Ñ Ð²ÑÐµÑ ÑÐ°ÑÑÑÑÐ¾Ð² Ð¸ÑÐ¿Ð¾Ð»ÑÐ·Ð¾Ð²Ð°Ð»Ð°ÑÑ Ð¿ÑÐ¾Ð³ÑÐ°Ð¼Ð¼Ð° Exel. ÐÑÐ²Ð¾Ð´Ñ. ÐÐ°Ð´Ð°ÑÐ¸ ÐÐÐ  ÑÐµÑÐµÐ½Ñ, ÑÐµÐ»Ñ Ð´Ð¾ÑÑÐ¸Ð³Ð½ÑÑÐ°, Ð¾Ð¿ÑÐµÐ´ÐµÐ»ÐµÐ½Ð° Ð¾Ð±Ð»Ð°ÑÑÑ Ð¿ÑÐ¸Ð¼ÐµÐ½ÐµÐ½Ð¸Ñ ÑÐµÐ·ÑÐ»ÑÑÐ°ÑÐ¾Ð². ÐÐ¾Ð»ÑÑÐµÐ½Ð½ÑÐµ ÑÐµÐ·ÑÐ»ÑÑÐ°ÑÑ Ð¾Ð±Ð»Ð°Ð´Ð°ÑÑ Ð¿ÑÐ¸Ð·Ð½Ð°ÐºÐ°Ð¼Ð¸ Ð½Ð°ÑÑÐ½Ð¾Ð¹ Ð½Ð¾Ð²Ð¸Ð·Ð½Ñ. ÐÐ±Ð¾ÑÐ½Ð¾Ð²Ð°Ð½Ñ Ð¿ÐµÑÑÐ¿ÐµÐºÑÐ¸Ð²Ñ Ð¸ Ð½Ð°Ð¿ÑÐ°Ð²Ð»ÐµÐ½Ð¸Ñ Ð´Ð°Ð»ÑÐ½ÐµÐ¹ÑÐµÐ³Ð¾ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ.
description: The aim of the study is to develop a marketing strategy for JSC "Achinsk Oil Refinery VNK" aimed at enhancing the companys resilience in the energy market under new geopolitical and economic challenges. The study was carried out on the basis of JSC "Achinsk Oil Refinery VNK". Research subject: marketing strategy tools for JSC "Achinsk Oil Refinery VNK" in the energy market. Research methods: system analysis, statistical analysis, comparative analysis (benchmarking), expert evaluations, scenario planning, financial modeling. The main results of the study: â an analysis of the theoretical foundations of strategic marketing and the state of Russias oil refining industry under conditions of geopolitical instability was conducted; â a comprehensive marketing program for JSC "Achinsk Oil Refinery VNK" was developed, its economic efficiency was proven, and recommendations for its implementation were proposed; Application field: enterprises in Russias oil refining sector. The scientific novelty of the study is the research addresses the urgent scientific task of developing and economically justifying a comprehensive marketing strategy for JSC "Achinsk Oil Refinery VNK," taking into account the specific conditions of geopolitical instability and sanctions pressure. Information technologies eLibrary and Scopus databases were utilized, and all calculations were performed using Excel software were used while working on the graduate qualification work. Conclusions. The tasks of the thesis are solved, the goal is achieved, and the scope of application of the results is determined. The results obtained show signs of scientific novelty. The directions of further research are defined.