Marketing Strategy of Sbermarket in Voronezh: External Environment Analysis

Sbermarket is one of the actively growing online delivery services with a wide presence in more than 160 cities. The problem of this study is that the company faces an insufficiently high number of customers in one of the focus cities, Voronezh, to maintain growth rates. The problem is relevant for the company, since the number of active users of service in Voronezh is currently 2 times lower than the level designated by the company as the target. The purpose of this work is to form recommendations on dealing with the challenges and opportunities of the external environment for the development of a marketing strategy that will double the number of unique users of the Sbermarket in Voronezh with a budget of 200 million rubles by the end of 2024. The object of research in this work is Sbermarket company, and the subject is the external marketing environment of the company in the city of Voronezh. The theoretical basis of this work is scientific articles, business publications and educational literature by both domestic and foreign authors, including F.Kotler, M.Porter, N.A.Kazakova, V.Evans, A.I.Gilmutdinova and others. In addition, the information base of the research is also reports published by analytical companies such as Neilsen IQ, Data Insight, Infoline, Strategy Partners. Additionally, a study was conducted on consumer behavior in the e-grocery market in Russia and Voronezh and their attitude to the Sbermarket company. The work consists of an introduction, three chapters, a conclusion, a list of references and an appendices section. The first chapter reveals the theoretical foundations of the study of the company's external environment and describes the tools that will be used in the further study. The second chapter is devoted to the analysis of the e-commerce market in Russia, in particular, the e-grocery segment, and the location of the Hypermarket in this market in Voronezh. The third chapter contains a search for the strengths and growth points of the Hypermarket using competitor research and a benchmarking tool, and concludes with a block of recommendations for the formation of a marketing strategy for the service in the Voronezh market, which will double the level of penetration in the city, in terms of the influence of external factors of the marketing environment.