Strategic planning based on marketing research

V. G. Demyanov, I. A. Kontorova
Omsk Humanitarian Academy, Omsk, Russian Federation

Strategic planning based on marketing research

Abstract: The article highlights the theoretical aspects of marketing research and strategic planning in companies, examines the effectiveness of using data and recommendations obtained as a result of marketing research in the process of strategic planning of a company’s activities. The study identified the main problems of strategic planning of large interregional companies, which are important for choosing directions for corporate development, determining consumer segments and market niches. A comparison was made with similar studies based on modern publications in Russian and foreign scientific literature, confirming the validity of the conclusions obtained and the results of the study. The practical aspect of this research work is associated with the actual study of the marketing activities of the ABDI KM LLP company, in particular the analysis of marketing research, its goals and objectives, types, scale, timing, location, and cost. The implementation of the new strategy “Matryoshka Effect” is considering using an actual example – the company ABDI KM LLP and a comparison was made of the company’s strategies developed because of formal planning. Based on marketing research data, the analysis of the stationerymarket was conducted. Scientifically based approaches to balanced strategic planning of large companies were developed.

Keywords: strategy, strategic planning, marketing activities, marketing research, information, external and internal environment, Matryoshka effect.

Paper submitted: May 29, 2023.

For citation: Demyanov V. G., Kontorova I. A. (2023) Strategic planning based on marketing research. Russian Journal of Social Sciences and Humanities, vol. 17, no. 3, pp. 206–214. DOI: 10.57015/issn1998-5320.2023.17.3.22.

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