Research On The Marketing Strategy Of Russian Enterprise"YANTA"

In the21st century, market is going through multiple changes, under the influence of competition marketing cannot possibly rely on traditional marketing theories, focusing and keeping close attention on competitors and market share, there is an unavoidable necessity to focus on the customer emotions as well. This change has become one of means of corporate strategy and marketing strategy to provide background research foundation to enhance the market position. Only possessing core competitiveness, the modern enterprise can survive and develop in the new marketing conditions, especially after Russia has joined the WTO, Russian companies face fierce competition in the international market. Therefore, integrating a variety of marketing elements should be the main problem of enterprise marketing strategy, and thus has great practical significance to sustainable development of enterprises."Yanta" Corporation has rich experience and successful history in the fields of food production (particularly in the dairy products and oil production industries) and marketing. Mayonnaise and dairy products, margarine are well-known and popular products among consumers. Company has enjoyed a relatively high reputation in the industry and, therefore, has an advantage of brand being known. When the market is undergoing tremendous changes, companies must face the problems of further development and growth. This requires "Yanta" Corporation to implement feasible and strong marketing strategy.The goal of marketing strategy is to gain a competitive advantage, and to promote the role of competition, changes in the market brought changes in traditional management methods, making operation and management of the enterprise to become more clear and easy to promote, thus, to guide enterprise management, to improve enterprise efficiency.Starting point of this research is the practical problems which "Yanta" Corporation faces with, having based on research of a market, together with using modern marketing theories, the practical marketing plan has been designed. During research SWOT analyses has been carried out, with defining the company’s opportunities, threats, strengths, weaknesses, moreover there were certain recommendations for establishing a well-known brand, opening up new channels, presenting the overall image of the company, and at the same time research includes market segmentation, target market selection and market positioning etc.The proposed in this study adjustment of marketing strategy can guide enterprises to develop a reasonable strategy to enable enterprises to gain competitive advantage.