Marketing research of the beer market in Russia

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Uploaded: 17.07.2009
Content: 90717192827957.doc 130 kB

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Introduction.
The main characteristic of modern life is the acute shortage of accurate and reliable information that is important for decision-making. At the same time domestic firms because of the lack, incompleteness or inaccuracy of information, or the presence of a large number of unnecessary or outdated data significantly reduces the adequacy of preparation of long-term forecasts and strategic plans of the company.
Especially important is now the ability to conduct market research in order to obtain the required amount of accurate information, knowledge of technology and organization.
Marketing - it is a social and managerial process aimed at meeting the needs and requirements of both individuals and groups through the creation, supply and exchange of goods.
Marketing products with specific functions is a "process of planning and implementation of design, pricing, promotion and implementation of ideas, goods and services through the exchange of satisfying the goals of individuals and organizations." The scope of marketing activities is extremely broad. It is related to pricing, warehousing, packaging, brand creation, marketing, management, sales staff, credit, transportation, social responsibility and choice of different shops, studying consumer, wholesale and retail trade, advertising, public relations, market research, planning goods and the provision of guarantees.
The purpose of the course work is to carry out market research aimed at identifying the factors influencing the competitiveness of the product on the market.
Specified purpose due to the need to solve the following problems:
The research methodology for conducting market research.
Identifying features of the investigated product.
An analysis of secondary information.
Development of the system of collecting primary information.
Defining the principles of selection of the analyzed characteristics.
Identification of the target segment of the investigated product.
Analysis of product positioning in the market.
An analysis of advertising.
The object of the study is the beer market.
Subject of research - methods of gathering and analyzing information on the beer market.
The introduction reflects the relevance of the theme of the course work, is the objective, tasks, object and subject of study.
In the first chapter of the course work the theoretical bases of marketing research, shows the sequence of the study.
The second chapter is devoted to the analysis of the received initial information about the snatch beer. In this part of the results of processing the data obtained empirically. The conclusions on each of the lines of research.
Finally presents the main results of the marketing research.

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