Development of a Marketing Strategy for Company Skillfactory to Enter a New Market Segment

The graduate work is devoted to the development of a marketing strategy for the Skillfactory company to enter a new market segment. The practical significance of this work is explained by the fact that the online education market has been growing since 2020, but certain areas are beginning to stagnate for a number of reasons. A 2-fold decrease in growth dynamics in terms of revenue was also noticed in the analyzed company Skillfactory. In order for companies in this field to continue to maintain their market share, they need to look for new niches and segments. First of all, within the framework of this work, approaches to the formation of a marketing strategy were analyzed: different types were considered and the step-by-step process of its creation was outlined. Trends in the development of the online education market and features of strategy formation in this market were also identified. Secondly, a situational analysis of the Skillfactory company was carried out: the market, the company’s position in the market, as well as competitors were analyzed. Thirdly, an empirical study was conducted to study the target audience: behavior, purchasing power, choice factors, as well as points of contact with the target audience. All the findings formed the basis for the development of a marketing strategy. Finally, a marketing strategy was formulated to enter the new segment using the 7P model. To evaluate and control the strategy, a revenue forecast was compiled taking into account the launch of new products, as well as a system of metrics. This work is a practical solution to a problem situation for companies in the EdTech field.