Development of Measures to Stimulate Online Sales for Premium Brands

ANNOTATION Work 104 p., 5 hours, 5 figures, 35 tables, 27 sources DEVELOPMENT OF MEASURES TO STIMULATE ONLINE SALES FOR PREMIUM BRANDS The final qualifying work is a study aimed at developing measures to stimulate online sales for the premium segment in Russia using the example of the Marco Moretti brand. The topic of this paper was chosen due to the growing demand for online platforms and increased activity on them. The practical significance of the final qualification work consists in the possibility of direct use of the results of work in the activities of enterprises and in the availability of developed recommendations for the Marco Moretti company. This paper describes the relevance, confirmed by statistical data, defines the subject of the study and its goals. The hypotheses and methodology of the study are described, namely, quantitative and qualitative analysis. In addition, the document defines the data collection process and details the structure of the analysis that is planned to be carried out. The analyses formed the basis for the development of measures to stimulate online sales for the premium segment. As a result, the detailed measures that formed the basis of the Marco Moretti company's development strategy and have been implemented since April 2024 were described, and the first comments on the implementation results have already been received.