Marketing strategy of Sbermarket in Voronezh: internal environment analysis

Sbermarket is one of the actively growing online delivery services with presence in more than 360 cities in Russia, including key locations making the greatest contribution to its revenue streams. This paper is analyzing the company’s lack of unique users in Voronezh - one of the key locations. Hence, developing a marketing strategy for Sbermarket’s growth in Voronezh is an actual task in 2024. The company’s internal environment is a complex of interrelated elements (employees, organizational structure, corporate culture, etc.) that create value for Sbremarket and thereby affect its competitiveness and efficiency. Conducting an analysis of the company's internal environment is the first step in developing a marketing strategy, since it is initially important to determine the current state of the organization. The purpose of this work is to develop recommendations for the formation of an effective marketing strategy based on an analysis of the internal environment of the Sbermarket company, which will double the number of unique users in Voronezh with an allocated budget of 200 million rubles, taking into account growing competition, trends and market changes, as well as restrictions from the Sber ecosystem during the year. This thesis is consisted of three chapters. The first chapter will examine theoretical foundations, instruments, as well as practical cases for analyzing internal environment of a company. Among the key instruments that will be reviewed are the Osterwalder business model, Marketing audit, SNW-analysis and SWOT-analysis. The second chapter will provide a brief description of the company and an analysis of secondary sources of information regarding the organization. Finally, the third chapter will describe the methodology and results of the study, and will provide a comprehensive analysis of the internal environment using various instruments, including data from primary and secondary sources of information. In the end of the third chapter, conclusions will be made and recommendations provided on forming an effective basis for developing the marketing strategy and overall improvements in the company's internal environment.