Research On Marketing Strategy Of Russian ALROSA Company

Diamond is one of the most valuable natural minerals, as far as it naturally rare and solid. Diamond industry is certainly specific, starting with mining, cutting,polishing of rough diamonds, its wholesale and retail, eventually getting to individual consumers.ALROSA Company, the world's largest diamond mining company is located in Russia. Its production accounted for 97% of Russia's rough diamond production,30% of the world's production, outperforming marketing legendary company De Beers, which is the only ALROSA's rival in diamond production, processing and marketing. This paper is devoted to the study of ALROSA's marketing strategy,analysis of ways of diamond share retention and consolidation in rough diamond market, using company's advantages, searching for new opportunities, new commercial brand release and taking De Beers' s share in rough diamond market under control, using the experience of similar companies and enterprises.Firstly, analyze ALROSA Company's marketing present situation. By analyzing ALROSA's Company macro environment, to identify all company's possible opportunities in macroeconomics system. Moreover, we should focus on global economics, political risks, marketing channels and so on.Secondly, study the microenvironment of ALROSA Company marketing and also enterprise's environment, rivals, suppliers, etc.Thirdly, using method of SWOT analyze strengths, weaknesses, opportunities and threats of ALROSA Company. Using SO marketing strategy, on the one hand, to consolidate ALROSA Company existing status; on the other hand, look for opportunities to launch its own brand marketing strategy.Fourthly, by using the results of SWOT analysis, need to analyze ALROSA Company target market segments in detail, focusing on the market of roughdiamonds and wholesalers of brand-name diamonds.Using the theory of 4P, namely product, price, place and promotion, we will try to find out marketing combined strategy for ALROSA.Finally, paying attention to proposed ALROSA Company's marketing strategy,make the arrangements for plan execution.