Marketing Strategy Development for a Food Retail Company Medovaya Ecolavka

This thesis was written for the company "Medovaya Ekolavka" in order to formulate a comprehensive marketing strategy. To achieve this goal, an integrated approach was used in this work, including the systematization of relevant approaches to the formation of a marketing strategy for the segment of small and medium-sized businesses, an analysis of the external and internal environments of the company and an empirical study. Then, own recommendations included the use of a segmentation model, targeting and positioning, final strategy formation and the proposal of tactical initiatives along with budgeting and control. The end result of this work is the formation of a sustainable marketing strategy for the focus company, including a multi-channel approach to promotion, increasing the competitiveness of the company, planned indicators for the development of sales and current channels of presence.