Formulation of Market Strategy for the Russian Market : Case: Jessup Manufacturing Company
Nemchinova, Anna (2011)
Lataukset:
Jyväskylän ammattikorkeakoulu
2011
Creative Commons Attribution 1.0 Finland
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2011060310874
https://urn.fi/URN:NBN:fi:amk-2011060310874
Tiivistelmä
This bachelor thesis describes the situation of Jessup Mfg Company on Russian market for the products Safety Track® and Flex Track®. The market research was appointed by Jessup Mfg Company Obninsk branch, an American manufacturing company that develops, manufactures and distributes photo luminescent and non-slip materials for creating a safe environment for people. The reason of fulfilling this research is the company’s desire for improvement of its performance on Russian market and gaining a wider market share.
The objective of the conducted research is to develop a segmented market strategy for Jessup Mfg Company on the territory of Russia.
The research carried out for this bachelor’s thesis includes quantitative data. The secondary information was gathered using Literature and Internet resources.
The research is generally based on the survey method. The information necessary for the research and analysis was collected by conducting phone interviews.
The research executed in this thesis enables Jessup Mfg Company Obninsk branch to reconsider the adopted market strategy, efficiently organize the promotion strategy for each market segment and solve existing challenges caused by cultural specialties.
The objective of the conducted research is to develop a segmented market strategy for Jessup Mfg Company on the territory of Russia.
The research carried out for this bachelor’s thesis includes quantitative data. The secondary information was gathered using Literature and Internet resources.
The research is generally based on the survey method. The information necessary for the research and analysis was collected by conducting phone interviews.
The research executed in this thesis enables Jessup Mfg Company Obninsk branch to reconsider the adopted market strategy, efficiently organize the promotion strategy for each market segment and solve existing challenges caused by cultural specialties.