Olympus Marketing Strategy: External and Internal Environment Analysis

Student: Greshnova Anastasiya

Educational Programme: Marketing Management (Master)

Final Grade: 8

Year of Graduation: 2024

External and internal environment of Olympus medical equipment manufacturer in the segment of minimally invasive imaging systems was analyzed to develop recommendations on strategic and tactical marketing solutions for the effective launch of the new Olympus Visera Elite III imaging system on the Russian market. The relevance of this work is related to the receipt in January 2024 of a registration certificate for the Olympus Visera Elite III6 visualization system and the need to clarify previously made forecasts and adapt the global strategy to the realities of the modern Russian market, due to the specifics of the medical equipment procurement process, differences in the competitive environment and the solvency of Russian consumers. The theoretical significance of this work lies in the comprehensive study of multiple factors influencing marketing decisions in the field of segmentation, targeting, positioning and development.

Full text (added May 15, 2024)

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