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Marketing investigated. The market of cosmetic products

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Uploaded: 17.07.2009
Content: 90717194703500.doc 238,5 kB

Product description

The content of the work:
I. Введение…………………………………………………………….……………...........3
II. Theoretical aspects of marketing research ................................. ..5
2.1. Market research and types .................................... ............ 7
2.2. Identification of problems and formulation of research objectives ............ ... ...... 9
2.3. The selection of sources, collection and analysis of secondary marketing информации……………………………………………………………………….....10
2.4. Planning and organizing the collection of primary data ............... ..... 12
2.5. Systematization and analysis of the collected information ........................ ... ... ... 25
III. Aims and marketing concept for the L'Oreal-Paris .............................. ............. 25
IV. The study and the formation of the commodity nomenclature .......... ...... .......................... 28
V. Research targets Russian market of cosmetic products ................. 31
VI. Promotion of products L'Oreal Paris in the Russian target market of cosmetic products ............................................................... ............ 33
VII. The practical part .................................................................. ............ 39
7.1. About .................................................................................... ..39
7.2. Analysis of the information collected ................................................... .... 41
VIII. Conclusions ................................................................................. ... 47
IX. List of used literature ......................................................... .49

Additional information

I. Introduction
The modern economy is characterized by the interaction of its three main actors: producers, consumers and the state. Each of the participants of economic processes has specific objectives in accordance with which bases its activities. In a market economy to the success of its subjects are particularly important in-depth knowledge of the market and the ability to skillfully use the tools of influence on the evolving situation on it. The collection of such knowledge and tools, and form the basis of marketing.
Currently, most of the companies in one form or another regularly suschestvlyayut market research. The meaning of marketing is determined by the challenges ahead. Since its introduction to the present day it varies depending on changes in the conditions of production and sales. Currently, marketing is the system organizing all activities of the company in the development, production and marketing of goods based on a comprehensive study of the market and the real needs of customers in order to obtain high profits. In other words, modern marketing system puts the production of goods depending on the request
consumers.
Marketing analysis involves the identification and assessment of the markets and the company marketing the external environment in order to identify attractive opportunities, identify problems and weaknesses in the operation of the enterprise. An effective marketing analysis is a prerequisite for the development of plans of marketing activities as well as he performed in the course of their implementation.
Marketing is a type of management and affect the expansion of production and trade by identifying customer needs and meet them. He linked the possibility of producing and selling goods and services in order to buy consumer goods. Marketing does not begin where the production is completed. On the contrary, the nature and scale of production dictated by marketing. Effective utilization of production capacity, the new high-performance equipment and
determined by advanced technology marketing.
Marketing is not only manufacturing facilities but also trade organizations, service organizations, individuals. Therefore, marketing is not some kind of universal, unified concept, on the contrary, the direction and methods of its implementation need to be adapted to the type of organization, conditions and possibilities of its application.
The purpose of the course work is to identify the factors affecting the competitiveness of products in 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 study is the market for cosmetics.
Subject of research - methods of collecting and analyzing information on the market of cosmetic products.

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