Algorithm for developing a marketing strategy in the B2C market on the example of a national Russian brand

Abstract

Marketing strategy is a defining guideline for any company, especially for a company that works with the final consumer. Surprisingly, few attempts have been made to develop an algorithm that would be universal for developing a marketing strategy in the B2C (business-to-consumer) market. This study attempts to fill this gap by developing a ready-made model and describing a step-by-step action plan. The study focuses on a qualitative and research nature and is based on two methods: (1) a structured study of the literature to obtain context and (2) a case study method for implementing an algorithm for developing a marketing strategy using the example of Tubatay company. The completed algorithm consists of a chain of prescribed step-by-step actions with a selected analysis and marketing tools at each stage. The developed algorithm can be used by the top management of the company to develop a marketing strategy, improve strategic processes, and also as an additional test of the effectiveness of the current marketing strategy.