Recommendations for Adjusting the Marketing Strategy of the Tinkoff Travel Service in Order to Attract Users Within the Ecosystem

This thesis explores the development process of marketing strategies for ecosystem enterprises and provides recommendations for one such enterprise, Tinkoff, using its Tinkoff Travel service as a case study. The paper aims to propose adjustments to the marketing strategy to enhance user acquisition within the ecosystem. The travel booking services market has been significantly impacted by political, economic, and social factors in recent years. Industry experts predict fierce competition for consumers, with ecosystem enterprises holding a strategic advantage due to their differentiated customer offerings. That is why the issue of effective interaction with the internal audience of the ecosystem, given the suddenly intensified competition, becomes especially relevant. The first chapter examines the evolution of marketing strategy as a discipline, analyzes various types of marketing strategies, and introduces key concepts: "ecosystem," "business ecosystem," "digital business ecosystem," "platform," and "network effects." It also identifies essential characteristics to consider when formulating a marketing strategy for an enterprise with an ecosystem business model. The second chapter presents an overview of industry best practices, examines the external environment, analyzes competitors, and evaluates the marketing activities of the Tinkoff Travel service. In the third chapter there are presented an empirical study and formulated a series of recommendations for Tinkoff Travel, aimed at adjusting its marketing strategy to attract users within the Tinkoff ecosystem.