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Registration Number

0222U004566, 0122U200223 , R & D reports

Title

Substantiation of the strategy of positioning the business entity in the market of printing services

Head

Prytychenko Tamara I., к.е.н.

Registration Date

08-09-2022

Organization

Simon Kuznets Kharkiv National University of Economics

Description

 Under modern conditions, the market is saturated with goods and services, therefore, in order to stand out among competitors and occupy a worthy place in the minds of not only consumers, but also all market participants, companies direct their efforts to the differentiation of offers, on the basis of which they position their products. Despite the growing interest in the problem of positioning on the part of theorists and practitioners of marketing, the main approaches to the selection and implementation of positioning strategies remain unsystematized, there is no single approach to their classification, there is no single methodical approach to evaluating the effectiveness of the selected strategies and forecasting the consequences of their implementation. This explains the relevance of the topic of the scientific work. The purpose of the study is to provide theoretical and methodological support for the formation of a strategy for the positioning of the business entity on the domestic market of printing services and the development of measures for its implementation. The object of the study is the process of forming a strategy for the positioning of an entrepreneurial entity. The subject of the study is the theoretical, methodological and practical aspects of developing a positioning strategy for a business entity. The practical value of the work consists in substantiating the strategy of positioning the business entity and developing measures for its implementation, which will increase the competitiveness of the business entity and the profitability of its activity.

Product Description

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Prytychenko Tamara I.
Us Maryna I.