Business Development Strategy for the Company "Turboege" on the EdTech Market

This paper contains the results of building a development strategy for “Turboege” on the EdTech market based on the analysis of the market, the object of research, and scientific literature. The identified problem which is the declining revenue and a small market share is solved through building a competitive strategy that will allow the company to stabilize its position on the market. To achieve the goal of building a development strategy for Turboege the following tasks were completed: research of the EdTech market and the target market of online preparation for state final exams, identification of the main theories and methods of building a competitive strategy, identification of the key success factors on the market of online preparation for state final exams, as well as the competitive position of Turbo USE based on the identified success factors, identification of key resources and competencies of the company, development of a competitive strategy based on the analysis. Research methods include desk research of the market and the competitors, analysis of company’s reports, PEST analysis and Porter's 5 Forces analysis are used to diagnose the external environment. Determination of the company's competitive position through the identification of the key success factors is done based on the data provided by the company from a recent target audience survey and sales department data on the main criteria for not buying a product in favor of a competitor. In addition, VRIO analysis is used to identify the company's key resources and competencies. A strategic ladder as well as a strategic canvas are used to formulate the strategy. The work consists of the three main sections: the first chapter includes analysis of the EdTech market and the niche of online preparation for state final exams. The second chapter contains a review of scientific literature in the field of theories of competitive strategies. The third section is devoted to analyzing the key success factors and the competitive position of Turboege, identifying the key resources and competencies of the company, as well as formulating the competitive strategy based on the analysis and determining the effect of strategy implementation. The result of the work is the formed competitive strategy based on a combination of implementing mass customization principles and building a knowledge management system that can be applied directly to Turboege to solve current problems.