Russian Industrial Market Entry Strategy for RONDS Monitoring Platform

Analysis of the prospect of the country's market and the development of market entry strategy for it is a key success factor and a complex process required for a firm to successfully launch the sales on a new market.This work evaluates the Russian industrial market for the entry and suggests a marketing strategy in B2B market for the Chinese company Anhui Ronds Science & Technology Incorporated Company (RONDS), which offers equipment intelligent Operation and Maintenance (O&M) platform and dynamic equipment predictive maintenance products and services. Analysis of Russia as a potential market for entry includes analysis of indicators of previous years and analysis of government support and its influence on future prospects. Company was analyzed based on Porter’s 5 Forces analysis, SWOT analysis and PESTLE analysis. In-depth interviews and a regression analysis based on data of previous marketing activities of RONDS were conducted. The result of the research is a conducted analysis of Russian industrial market, marketing strategy that includes a Business Model Canvas for the company for launching operations on the Russian market and the list with analysis of practical steps in marketing activities that need to be conducted for successful market entry.