Development of a Strategy for Promoting the Company on the B2B Market

The topic of the final qualification work: “Development of a strategy for promoting the company on the B2B market.” The final qualifying work consists of an introduction, three chapters, a conclusion, a list of literary sources and two appendices. The volume of the main text is 119 pages. The number of literary sources is 45. The introduction substantiates the relevance of the research, sets goals and objectives of the work. The first chapter discusses the theoretical foundations of developing a promotion strategy for a B2B company: the Shannon-Weaver communication model and its application in marketing, the specifics of the B2B market, features and tools for promoting promotion in the industrial market. The second chapter analyzes the internal and external environment of the company and its products, identifies the main competitors, conducts a study of consumer behavior in the market of additional equipment for agricultural machinery and agricultural services: the method of data collection is an expert interview, the sample consisted of 9 people, the main result of the study is a map of the customer path. In the third chapter of the thesis, value propositions for each target group of consumers are developed and a strategy for promoting a B2B company is presented.