Loyalty Program for the SYOSS Brand of the LAB Industries: Analysis of the External Environment

The problem for this research is the need to create a list of recommendations for creating a loyalty program for the СЬĔСС brand based on the results obtained during the analysis of the external environment. Also as a problem for this research is the need to create a plan for conducting the analysis of the external environment for the subsequent creation of a loyalty program for the СЬĔСС brand. The methodological basis of the research is formed by the basic provisions of marketing and scientific works of foreign and national experts. When carrying out the work such tools of marketing strategic analysis as Critical Success Factors (CSF) Analysis, PESTEL-analysis, Porter's five forces analysis, SWOT-analysis were used. According to the results of the conducted work, a list of nine points of recommendations for creating a loyalty program for the brand СЬĔСС was formed. A plan with a detailed description of the three main stages of FMCG brand external environment analysis for the purpose of further creation of a loyalty program for this brand was also developed.