Strategy of Communication Support for the Return of the IKEA Brand to the Russian Market

Student: Ekaterina Kuznetsova

Educational Programme: Strategic Communications Management (Master)

Year of Graduation: 2024

THE STRATEGY OF COMMUNICATION SUPPORT FOR THE RETURN OF THE IKEA BRAND TO THE RUSSIAN MARKET The work is devoted to the analysis of competitors after the IKEA brand leaves the Russian market and the development of a communication strategy when the brand returns back to the Russian market. The purpose of the final qualification work is to develop a communication strategy for the painless return of the brand to the Russian market. The practical significance of the qualification work consists in the ability to identify the main competitors, as well as analyze the target audience: demographic, psychographic, behavioral characteristics. Understand the needs, preferences and barriers for further effective development of a communication strategy through various communication channels.

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