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ID number:772836
Evaluation:
Published: 15.02.2005.
Language: English
Level: College/University
Literature: 21 units
References: Not used
Table of contents
Nr. Chapter  Page.
  Executive summary    2
1.0.  The strategic argument on choosing Russia    3
2.0.  Company VKM    4
3.0.  Evaluating general marketing strategy    5
4.0.  Communication strategy with customers    5
5.0.  Evaluating current strategical structure    6
6.0.  Marketing Analysis    6
7.0.  Conclusions and recommendations    8
  References    10
Extract

The current assignment is a study of primary research of the holding company VKM. Primary research is addressed to particular strategic issues of VKM and identifies the marketing processes which are faced by the organization. The choice of the company was not accidental. Russian Federation is a country with vast resources integrating into world economy. Every year more and more foreign direct investments are allocated into the specifics of post-communist country with its traditions and notions. The ability of foreign investors in formulating a strategy within The Republic State of Mordovia situated in Central Region of Russian Federation is a risk-taking exercise which requires dedication and knowledge.

The research conducted by the author is a treatise advancing new points of view. Primary research data was collected by using a method of in-depth interview. According to Cannell (1957) interview is a purposeful discussion between two or more people which can help to gather valid and reliable data to research objectives. The following objectives were set:

Identify a company which will collaborate
Gather information about the company and assess its particular strategic issues
Make detailed recommendations to the organization on:

1.Strategic marketing processes
2.General performance
3.Recommended activities

Apply Gantt chart to show the timing of recommended activities

The applied interview method was an informal in-depth interview with company’s councilor of the external economic affairs, Mr. Cesare Gamba (see appendices). The structure of the interview was a list of predetermined questions identified beforehand to get the clear idea about the aspects. According to Saunders (2003:248) in-depth interviews are qualitative and exploratory. Author intentionally had chosen an exploratory type of research due to the argument that it corresponds to the objectives of the assessment. According to Anderson (2004) exploratory data collection is the type of research with a general purpose in seeking new insights and finding out what is happening in global terms. The method allows the author to evaluate the general situation and outsourced information is a basis for distinguishing the set objectives. …

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