title: Ð Ð°Ð·ÑÐ°Ð±Ð¾ÑÐºÐ° Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð¾Ð²Ð¾Ð¹ ÑÑÑÐ°ÑÐµÐ³Ð¸Ð¸ Ð²ÑÐ²ÐµÐ´ÐµÐ½Ð¸Ñ ÑÐ¾ÑÐ³Ð¾Ð²Ð¾Ð¹ ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¸ Ð½Ð° Ð²Ð½ÐµÑÐ½Ð¸Ðµ ÑÑÐ½ÐºÐ¸
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: Strategizing marketing for bringing a trading company to foreign markets
Creators: name: Ð¡ÑÑÐ°ÑÐºÐ°Ñ, ÐÐ°ÑÐ³Ð°ÑÐ¸Ñ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: 2022
Subjects: Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð¾Ð²Ð°Ñ ÑÑÑÐ°ÑÐµÐ³Ð¸Ñ Ð²ÑÐ²ÐµÐ´ÐµÐ½Ð¸Ñ Ð½Ð° ÑÑÐ½Ð¾Ðº
Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð¾Ð²Ð¾Ðµ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ðµ
ÐºÐ¾Ð½ÐºÑÑÐµÐ½ÑÐ¾ÑÐ¿Ð¾ÑÐ¾Ð±Ð½Ð¾ÑÑÑ
ÐºÐ¾Ð½ÑÑÐ½ÐºÑÑÑÐ° ÑÑÐ½ÐºÐ°
PEST-Ð°Ð½Ð°Ð»Ð¸Ð·
SWOT-Ð°Ð½Ð°Ð»Ð¸Ð·
5 ÑÐ¸Ð» ÐÐ¾ÑÑÐµÑÐ°
"Ð¯Ð½Ð´ÐµÐºÑ.ÐÐ°Ð²ÐºÐ°"
marketing strategy of entering new market
marketing research
competitivenes
market conditions
PESTLE-analysis
SWOT-analysis
Porter's 5 forces
"Yandex.Lavka"

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°Ð·ÑÐ°Ð±Ð¾ÑÐºÐ° Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð¾Ð²Ð¾Ð¹ ÑÑÑÐ°ÑÐµÐ³Ð¸Ð¸ Ð²ÑÐ²ÐµÐ´ÐµÐ½Ð¸Ñ ÑÐ¾ÑÐ³Ð¾Ð²Ð¾Ð¹ ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¸ Ð½Ð° Ð²Ð½ÐµÑÐ½Ð¸Ðµ ÑÑÐ½ÐºÐ¸Â». ÐÐ°Ð½Ð½Ð°Ñ ÑÐ°Ð±Ð¾ÑÐ° Ð¿Ð¾ÑÐ²ÑÑÐµÐ½Ð° ÑÐ°Ð·ÑÐ°Ð±Ð¾ÑÐºÐµ Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð¾Ð²Ð¾Ð¹ ÑÑÑÐ°ÑÐµÐ³Ð¸Ð¸ Ð²ÑÑÐ¾Ð´Ð° ÑÐ¾ÑÐ³Ð¾Ð²Ð¾Ð¹ ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¸ Ð½Ð° ÑÑÐ½ÐºÐ¸ ÐÐ°Ð·Ð°ÑÑÑÐ°Ð½Ð° Ð¸ Ð¢ÑÑÑÐ¸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¸: 1. ÐÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ðµ ÑÐµÐºÑÑÐµÐ³Ð¾ ÑÐ¾ÑÑÐ¾ÑÐ½Ð¸Ñ ÑÑÐ½ÐºÐ° Ð´Ð¾ÑÑÐ°Ð²ÐºÐ¸ Ð¿ÑÐ¾Ð´ÑÐºÑÐ¾Ð² Ð² Ð¼Ð¸ÑÐµ, Ð² Ð Ð¾ÑÑÐ¸Ð¸, Ð² Ð¢ÑÑÑÐ¸Ð¸ Ð¸ ÐÐ°Ð·Ð°ÑÑÑÐ°Ð½Ðµ; 2. ÐÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ðµ Ð¼Ð°ÐºÑÐ¾ÑÑÐµÐ´Ñ ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¸ Â«Ð¯Ð½Ð´ÐµÐºÑ.ÐÐ°Ð²ÐºÐ°Â» â Ð¿ÑÐ¾Ð²ÐµÐ´ÐµÐ½Ð¸Ðµ PEST-Ð°Ð½Ð°Ð»Ð¸Ð·Ð°; 3. ÐÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ðµ Ð¼Ð¸ÐºÑÐ¾ÑÑÐµÐ´Ñ ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¸ Â«Ð¯Ð½Ð´ÐµÐºÑ.ÐÐ°Ð²ÐºÐ°Â» â Ð°Ð½Ð°Ð»Ð¸Ð· 5 ÑÐ¸Ð» ÐÐ¾ÑÑÐµÑÐ°; 4. ÐÑÐ¾Ð²ÐµÐ´ÐµÐ½Ð¸Ðµ ÐºÐ¾Ð½ÐºÑÑÐµÐ½ÑÐ½Ð¾Ð³Ð¾ Ð°Ð½Ð°Ð»Ð¸Ð·Ð°: Ð¾Ð¿ÑÐµÐ´ÐµÐ»ÐµÐ½Ð¸Ðµ ÐºÐ»ÑÑÐµÐ²ÑÑ ÐºÐ¾Ð½ÐºÑÑÐµÐ½ÑÐ¾Ð² ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¸ Â«Ð¯Ð½Ð´ÐµÐºÑ.ÐÐ°Ð²ÐºÐ°Â» Ð½Ð° ÑÑÐ½ÐºÐ°Ñ Ð¢ÑÑÑÐ¸Ð¸ Ð¸ ÐÐ°Ð·Ð°ÑÑÑÐ°Ð½Ð°, Ð¾ÑÐµÐ½ÐºÐ° ÐµÐµ ÐºÐ¾Ð½ÐºÑÑÐµÐ½ÑÐ¾ÑÐ¿Ð¾ÑÐ¾Ð±Ð½Ð¾ÑÑÐ¸ Ð¸ Ð¿ÑÐ¾Ð²ÐµÐ´ÐµÐ½Ð¸Ðµ SWOT-Ð°Ð½Ð°Ð»Ð¸Ð·Ð°; 5. ÐÐ½Ð°Ð»Ð¸Ð· ÑÐ¸Ð½Ð°Ð½ÑÐ¾Ð²Ð¾-ÑÐ¾Ð·ÑÐ¹ÑÑÐ²ÐµÐ½Ð½Ð¾Ð¹ Ð´ÐµÑÑÐµÐ»ÑÐ½Ð¾ÑÑÐ¸ ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¸ Â«Ð¯Ð½Ð´ÐµÐºÑ.ÐÐ°Ð²ÐºÐ°Â»; 6. ÐÐ½Ð°Ð»Ð¸Ð· Ð¾ÑÐ¾Ð±ÐµÐ½Ð½Ð¾ÑÑÐµÐ¹ Ð¿Ð¾ÑÑÐµÐ±Ð¸ÑÐµÐ»ÑÑÐºÐ¾Ð³Ð¾ Ð¿Ð¾Ð²ÐµÐ´ÐµÐ½Ð¸Ñ Ð¸ ÑÐµÐ²Ð¸Ð·Ð¸Ñ Ð¿ÑÐ¾ÑÐµÐ´ÑÑÑ STP; 7. Ð Ð°Ð·ÑÐ°Ð±Ð¾ÑÐºÐ° ÑÑÑÐ°ÑÐµÐ³Ð¸Ð¸ Ð²ÑÐ²ÐµÐ´ÐµÐ½Ð¸Ñ ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¸ Â«Ð¯Ð½Ð´ÐµÐºÑ.ÐÐ°Ð²ÐºÐ°Â» Ð½Ð° Ð²Ð½ÐµÑÐ½Ð¸Ðµ ÑÑÐ½ÐºÐ¸; 8. Ð Ð°Ð·ÑÐ°Ð±Ð¾ÑÐºÐ° ÑÑÑÐµÐºÑÐ¸Ð²Ð½Ð¾Ð¹ Ð¾Ð¼Ð½Ð¸ÐºÐ°Ð½Ð°Ð»ÑÐ½Ð¾Ð¹ ÐºÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½Ð¾Ð¹ ÑÑÑÐ°ÑÐµÐ³Ð¸Ð¸ ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¸ Â«Ð¯Ð½Ð´ÐµÐºÑ.ÐÐ°Ð²ÐºÐ°Â» Ð¸ Ð²Ð¾ÑÐ¾Ð½ÐºÐ¸ Ð¿ÑÐ¾Ð´Ð°Ð¶; 9. ÐÑÐµÐ½ÐºÐ° ÑÐºÐ¾Ð½Ð¾Ð¼Ð¸ÑÐµÑÐºÐ¾Ð³Ð¾ ÑÑÑÐµÐºÑÐ° Ð¿ÑÐµÐ´Ð»Ð°Ð³Ð°ÐµÐ¼ÑÑ Ð¼ÐµÑÐ¾Ð¿ÑÐ¸ÑÑÐ¸Ð¹. Ð ÑÐ¾Ð´Ðµ ÑÐ°Ð±Ð¾ÑÑ Ð±ÑÐ»Ð° Ð¸Ð·ÑÑÐµÐ½Ð° ÑÐ¸ÑÑÐµÐ¼Ð° Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð° ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¸ Â«Ð¯Ð½Ð´ÐµÐºÑ.ÐÐ°Ð²ÐºÐ°Â» Ð¸ ÑÐ°Ð·ÑÐ°Ð±Ð¾ÑÐ°Ð½Ð° ÑÑÑÐ°ÑÐµÐ³Ð¸Ñ Ð´Ð»Ñ ÐµÐµ Ð²ÑÐ²ÐµÐ´ÐµÐ½Ð¸Ñ Ð½Ð° ÑÑÐ½ÐºÐ¸ Ð¢ÑÑÑÐ¸Ð¸ Ð¸ ÐÐ°Ð·Ð°ÑÑÑÐ°Ð½Ð°. 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° ÑÑÑÐµÐºÑÐ¸Ð²Ð½Ð¾Ð¹ Ð¾Ð¼Ð½Ð¸ÐºÐ°Ð½Ð°Ð»ÑÐ½Ð¾Ð¹ ÐºÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½Ð¾Ð¹ ÑÑÑÐ°ÑÐµÐ³Ð¸Ð¸ Ð´Ð»Ñ ÑÑÐ¿ÐµÑÐ½Ð¾Ð¹ Ð´ÐµÑÑÐµÐ»ÑÐ½Ð¾ÑÑÐ¸ ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¸ Ð½Ð° Ð½Ð¾Ð²ÑÑ Ð²Ð½ÐµÑÐ½Ð¸Ñ ÑÑÐ½ÐºÐ°Ñ. Ð ÐµÐºÐ¾Ð¼ÐµÐ½Ð´Ð°ÑÐ¸Ð¸ Ð±ÑÐ»Ð¸ Ð¿ÑÐµÐ´Ð»Ð¾Ð¶ÐµÐ½Ñ Ð½Ð° Ð¾ÑÐ½Ð¾Ð²Ð°Ð½Ð¸Ð¸ Ð¿ÑÐ¾Ð°Ð½Ð°Ð»Ð¸Ð·Ð¸ÑÐ¾Ð²Ð°Ð½Ð½Ð¾Ð¹ ÑÐµÐºÑÑÐµÐ¹ ÑÐ¸ÑÑÐµÐ¼Ñ Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð° Ð¿ÑÐµÐ´Ð¿ÑÐ¸ÑÑÐ¸Ñ, ÐºÑÐ»ÑÑÑÑÐ½ÑÑ Ð¾ÑÐ¾Ð±ÐµÐ½Ð½Ð¾ÑÑÑÑ ÑÑÑÐ°Ð½ Ð¸ Ð¾Ð±ÑÐ¸Ñ ÑÐµÐ½Ð´ÐµÐ½ÑÐ¸ÑÑ Ð² Ð¾ÑÑÐ°ÑÐ»Ð¸.
description: The subject of the graduate qualification work is âStrategizing marketing for bringing a trading company to foreign marketsâ. This work is devoted to the development of a marketing strategy for a trading company to enter the markets of Kazakhstan and Turkey. In the process of this research, the following tasks were solved: 1. Research of the current state of the food delivery market in the world, in Russia, in Turkey and Kazakhstan; 2. Study of the macro environment of Â«Yandex.LavkaÂ» â PEST analysis; 3. Study of the microenvironment of Â«Yandex.LavkaÂ» â analysis of Porter's 5 forces; 4. Conducting competitive analysis: identification of Â«Yandex. LavkaÂ»'s key competitors in the markets of Turkey and Kazakhstan, assessment of its competitiveness and SWOT analysis; 5. Analysis of the financial and economic activities of the company "Yandex.Lavka"; 6. Analysis of consumer behavior features and revision of the STP procedure; 7. Development of a strategy for bringing the company "Yandex.Lavka" to foreign markets; 8. Development of an effective omnichannel communication strategy of Â«Yandex.LavkaÂ» and a sales funnel; 9. Assessment of the economic effect of the proposed recommendations. In the course of the work, the marketing system of the Â«Yandex.LavkaÂ» company was studied and a strategy was developed for its introduction to the markets of Turkey and Kazakhstan. The result of the work was the development of an effective omnichannel communication strategy for the successful operation of the company in new foreign markets. The recommendations were proposed based on the analyzed current marketing system of the enterprise, the cultural characteristics of the countries and general trends in the industry.