Positioning strategy of service SME in foreign fragmented market: A case of UK company entrance into Russian language services market - Couverture souple

Lutsenko, Elena

 
9783846581049: Positioning strategy of service SME in foreign fragmented market: A case of UK company entrance into Russian language services market
Couverture souple
ISBN 10 : 3846581046 ISBN 13 : 9783846581049
Editeur : LAP LAMBERT Academic Publishing, 2012

Synopsis

This work is a combination of marketing analysis and business approaches based on actual market data and experience of Internet based UK company entering foreign markets. How to sustain growth and profitability of the business? What strategy to choose in order to win? How complex is B2B business model? Why service industries are so unique? How to make decision when resources are limited? These questions appear when a positioning strategy should be chosen. The main goal of this research is to propose a positioning strategy for the UK translation agency in highly fragmented Russian translations services market. The analysis is divided into three main parts: integrated approach based on Hooley’s six dimensions of differentiation, integrated approach based on Market-Attractiveness – Business Position Matrix, and descriptive analysis of online positioning. The methodology used contains both quantitative and qualitative element due to very limited data availability and in an effort to increase reliability of the results obtained. Also descriptive analysis of online based businesses is provided. Additional data was collected through publications, newspaper articles and experts’ opinions.

Les informations fournies dans la section « Synopsis » peuvent faire référence à une autre édition de ce titre.

Présentation de l'éditeur

This work is a combination of marketing analysis and business approaches based on actual market data and experience of Internet based UK company entering foreign markets. How to sustain growth and profitability of the business? What strategy to choose in order to win? How complex is B2B business model? Why service industries are so unique? How to make decision when resources are limited? These questions appear when a positioning strategy should be chosen. The main goal of this research is to propose a positioning strategy for the UK translation agency in highly fragmented Russian translations services market. The analysis is divided into three main parts: integrated approach based on Hooley’s six dimensions of differentiation, integrated approach based on Market-Attractiveness – Business Position Matrix, and descriptive analysis of online positioning. The methodology used contains both quantitative and qualitative element due to very limited data availability and in an effort to increase reliability of the results obtained. Also descriptive analysis of online based businesses is provided. Additional data was collected through publications, newspaper articles and experts’ opinions.

Biographie de l'auteur

Started career when I was 14. Finished HSE in Russia, LSE (both BSc in Economics)and University of Nottingham (MSc in International Business). Had experience in PwC, banking and investment industries (SFPI). Now developing website of business practices and working in a well-known international company as a digital marketing expert, brand manager.

Les informations fournies dans la section « A propos du livre » peuvent faire référence à une autre édition de ce titre.

Éditeur
LAP LAMBERT Academic Publishing
Date d'édition
2012
Langue
anglais
ISBN 10 
3846581046
ISBN 13 
9783846581049
Reliure
Broché
Nombre de pages
72
Coordonnées du fabricant
non disponible
Personne responsable
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