How to Design a Querilla Marketing Strategy

<p style="margin-left:14.2pt;">Abstract.</p><p>1. The topic of diploma - Development of strategy of &quot; guerrilla &quot; marketing company</p><p>The author - Anastasia E. Shirshova</p><p>2 . Keywords: guerilla marketing, competitive strategy.</p><p>3 . Brief description of work:</p><p>The aim is to develop a strategy of guerrilla marketing &quot; Mushu.&quot;</p><p>In accordance with the intended purpose , tasks were set:</p><p style="margin-left:14.2pt;">1. Analyze the theoretical basis of the development and implementation of a guerrilla marketing strategy.</p><p style="margin-left:14.2pt;">2 . Perform competitive analysis of &quot; Mushu &quot; on the market.</p><p style="margin-left:14.2pt;">3 . Conduct SERVQUAL- analysis and Benchmarking</p><p style="margin-left:14.2pt;">4 . Determine the positioning strategy of the company.</p><p style="margin-left:21.3pt;">5 . Develop functional elements of a marketing strategy.</p><p>The object of study - the company &quot; Mushu .&quot;</p><p>The subject of this study is a set of methods of guerrilla marketing .</p><p>To achieve this goal and meet selected tasks such methods as questionnaires, SERVQUAL- analysis and benchmarking are used.</p><p>The degree of a problem of research conducted within the diploma project: despite the significant contribution of scientists in the development of theory and practical advice in the field of study, we can conclude that the topic has been little studied. At the same time guerilla marketing is developed and improved.</p><p>Study of the theoretical and methodological framework allowed us to conclude that guerrilla marketing is effective and the most appropriate way for small businesses to compete with large companies .</p><p>Scientific or practical significance of the project:</p><p>* The various classifications of competitive strategies , methods and types of guerrilla marketing were considered in the project ;</p><p>* Factors on which the consumer pays attention when choosing a company were identified ;</p><p>* A comparison of our business activities with competitors was conducted;</p><p>* The activity of &quot; Mushu &quot; was analyzed basing on a survey of consumers;</p><p>* Media preferences of consumers were considered.</p><p>On the basis of this set of measures was proposed by using the methods of guerrilla marketing that aims to increase customer loyalty and attract new customers.</p><p>The project consists of three parts. In the first part competitive strategies , ideas and tools of guerrilla marketing were considered. The second part focuses on competitive analysis of the market. In the third part elements of a strategy of guerrilla marketing &quot; Mush &quot; were developed.</p><p>As a result, the main conclusions and suggestions were done for improving marketing strategies using the tools of guerrilla marketing .</p>