New Yango Digital Product Strategy

Student: Kolomytsev Maksim

Educational Programme: Management and Digital Innovation (Bachelor)

Year of Graduation: 2024

This study focuses on the selection and implementation of a new digital product for Yango. The primary goal of this research is to choose the optimal digital product for the realization and show its viability. To achieve the objectives of this study, various analytical techniques were employed, including comparative market analysis, potential growth analysis, competitor analysis and other analysis which, comprehensively analyzed, showed that the most correct decision for the company would be to focus on the sphere of e-commerce with a digital product in the form of a P2P marketplace. The Ivory Coast has been identified as the country for the start of testing the new product. In summary, this project has significant practical importance to Yango, providing a strategic solution to implementing a new digital product for the main focus region of the company's current development. Keywords: Yango, digital product, marketplace, e-commerce, P2P

Student Theses at HSE must be completed in accordance with the University Rules and regulations specified by each educational programme.

Summaries of all theses must be published and made freely available on the HSE website.

The full text of a thesis can be published in open access on the HSE website only if the authoring student (copyright holder) agrees, or, if the thesis was written by a team of students, if all the co-authors (copyright holders) agree. After a thesis is published on the HSE website, it obtains the status of an online publication.

Student theses are objects of copyright and their use is subject to limitations in accordance with the Russian Federation’s law on intellectual property.

In the event that a thesis is quoted or otherwise used, reference to the author’s name and the source of quotation is required.

Search all student theses