Development of a Plan for the Manufacturer's Entry into Marketplaces (Ozon, Wildberries)

The relevance of the work is due to the fact that every company sooner or later hits a financial wall that it is unable to overcome for any period of time. Any business must either increase sales or cut costs to increase profits. The best option for an established firm is to enter the marketplaces, as it provides an opportunity to acquire new customers while avoiding significant costs (such as those associated with an office or warehouse). It is very easy to enter the marketplace, but to stay and develop there is a more complicated process, and for start-up companies-sellers the issue of development on marketplaces remains one of the most urgent. The purpose of the VKR is to develop a plan for the manufacturer's entry into the marketplaces Ozon and Wildberries. The structure and scope of the work is determined by the goal and objectives and consists of an introduction, the main part consisting of three chapters, conclusion, list of used sources and appendices. In the introduction the relevance of the topic is justified, the purpose of writing the paper is set, the object and subject of the research are defined, the tasks are set and the hypotheses of the research are defined. The first chapter is devoted to the study of the development of sales channels in the e-commerce industry, the concept of e-commerce and the history of its development from the beginning of the emergence is considered in detail, also characterized digital channels that are used in the process of marketing communications, and in conclusion the marketplace market in Russia, trends and prospects for their development was considered. The second chapter is devoted to the general analysis and comparison of Ozon and Wildberries marketplaces, identifying their advantages and disadvantages compared to each other. Also, the developed hypotheses were investigated, and the section was concluded by analyzing the air freshener niche and the main competitors in the two marketplaces using the MPStats analytics service. The third section was devoted to the development of recommendations for the exit of a manufacturer of goods in the category of household chemicals (and more specifically - with air fresheners) on both marketplaces, an exit plan was drawn up taking into account the typical mistakes of a newcomer, the financial components of unit-economy were considered, as well as the stages and recommendations for creating a product card and setting up SEO on specific examples with air fresheners were considered. The section also concludes with recommendations for a household chemicals manufacturing company on internal and external budgeting for promotion. The conclusion contains the main conclusions of the research.