Competitive analysis of the marketing strategy of a russian company's entry to foreign markets
Abstract
Importance: сompetitive analysis as an element of marketing strategy. Purpose: the purpose of the article is to assess the prerequisites for developing a competitive marketing strategy for a specific Russian organization to enter foreign markets. The object of the study was Officemag LLC, a leader in the integrated provision of organizations with goods for the office on the territory of the Russian Federation. The objectives of the article were: 1) emphasis on the importance of global online promotion, especially in the emerging multipolar economic world space; 2) show on a practical example the analytical justification for choosing a competitive marketing strategy for the entry of a Russian company into a foreign market. Research design: the purpose of forming a product positioning strategy is to achieve competitive advantages and ensure the competitiveness of the company. Therefore, in modern companies striving for success in the competitive struggle, organizational and economic mechanisms for managing brand development should be developed and implemented. Competitive analysis as part of a marketing strategy is a necessary analytical and managerial tool for studying the potential of a company’s development in the market. Results: 1) analysis of the cultures of the countries considered for the exit was carried out according to the indicators of G. Hofstede; 2) it was concluded that the most appropriate foreign market is the Turkish market; 3) it would be advisable for the company to apply the nicher strategy based on the environmental friendliness of the product.
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References
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