Registration Number
0216U001892,
0116U002504
, R & D reports
Title
Research Corporation Danone marketing activities in foreign markets
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Head
Sokhatska Оlena, Доктор економічних наук
Registration Date
30-05-2016
Organization
Ternopol National Economic University
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Object of the research - the study of modern marketing activities of the corporation Danone in dairy markets of the European Union. The purpose of research is in Benchmarking Analysis of product policy, sales policy and communication policy of Danone, its competitive advantages, weaknesses, digital developments and reactions of consumers. This study will offer directions and tools of competition both in domestic and foreign markets. Methods: comparative analysis, qualitative analysis, graphical, logical analysis and synthesis, calculated, systematic method of forecasting, logical and dialectical method of knowledge. Generalized scientific result is the description of the modern marketing of Danone dairy products in terms of increased competition in the field of management, as well as research of its strengths and weaknesses, threats and prospects of the functioning of the corporation in terms of individualization demand. It was conducted a systematic SWOT-analysis, and outlined the results of current research on promotion effectiveness of a specific product according to trends in consumer behavior and digital marketing. Scientific novelty of research conducted displays: specifying the leading theoretical and applied aspects of the marketing campaigns of the food industry in the European markets, the importance of the analytical basis based on the studies in management marketing solutions, outlining paradigm shift in business activity in the context of individualization demand for digital marketing interactions. The degree of implementation - on the level of development: practical suggestions and guidelines for improving marketing activities of PrAT Ternopilskyy molokozavod (JSC Ternopil dairy factory) to expand its activities.
Product Description
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Блажей Ірина Олегівна
Легкий Олег Андрійович
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2020-04-02
