Marketing mix Enhancement on the example in the Russian market

<p>This research is devoted to develop a set of measures &nbsp;in order to upgrade a complex of marketing of the professional cosmetics company &ldquo;Guinot&rdquo; located on the Russian market . Main tasks of the research are as follows:</p><p> to study the concepts in marketing mix and to determine the company&rsquo;s model ;</p><p> to carry out a market analysis in order to elicit the key trends and features</p><p> to analyze an existing marketing mix of &ldquo;Guinot&rdquo;</p><p> to create the tools and to carry out the empirical research so as to indentify consumer preferences on B2B and B2C the markets;</p><p> to devise the practical recommendations about improvement of a complex of marketing in the Guinot company on the basis of the data received as a result of conducted research.</p><p>According to the purposes and research problems work is divided into two chapters. The Chapter 1 is devoted to the main theoretical approaches of a complex of marketing, its purpose, main functions and activities, and also the analysis of existing models marketing mix is carried out and the relevant model for the Guinot company is observed.</p><p>Chapter 2 represents the <a href="file:///C:/Users/%D0%94%D0%B8%D0%B0%D0%BD%D0%B0/AppData/Local/Temp/Word_0">armchair and empirical research</a>, its main stages and results. Results of armchair research became the identification significant characteristics of the typical Russian company operated on the market of professional cosmetics and direct environment factors. The analysis of an existing complex in marketing of the company allowed to define its powers &nbsp;and weaknesses, and the lines of tools&rsquo; development of empirical research. The analysis &nbsp;gives special emphasise on the empirical research poll of respondents on B2B and B2C the markets empirical &nbsp;public opinion poll of the respondents on B2B and B2C the markets so as to identify of their preferences concerning the company&rsquo;s activity. The 120 and 150 respondents were interrogated by e-mail questionnaire in Moscow.</p><p>Results of conducted survey allowed to determine the consumer preferences in point of company&rsquo;s activity and its marketing mix. Taking into account the data of empirical research poll, the analysis of the market, the analysis of direct environment factors and it were devised the complex &nbsp;marketing recommendations which make it possible to increase company performance, to heighten competitive advantages and to augment the efficiency of economic results.</p>