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Registration Number

0225U003047, (0125U001321) , R & D reports

Title

Developing a marketing strategy to attract customers and increase sales

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Обґрунтування маркетингової стратегії залучення клієнтів та збільшення обсягу продажу і розроблення методичного інструментарію її реалізації

Head

Savytska Nataliia L., Доктор економічних наук

Registration Date

09-05-2025

Organization

State Biotechnological University

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Substantiation of theoretical provisions and development of methodological tools for forming a marketing strategy to attract customers and increase sales.

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The object of research is the process of forming and implementing a marketing strategy for attracting customers and increasing sales of restaurant business establishments. Purpose - to substantiate the theoretical positions and develop methodological tools for the formation of a marketing strategy to attract customers and increase sales. Research methods - content analysis, SWOT analysis, sales funnels, decomposition, scoring method, comparison, in-depth interviews and a questionnaire survey of staff, mystery shopper, marketing audit of social networks. The paper provides a theoretical substantiation of marketing and communication strategies for attracting customers to increase sales. Methodical tools for implementing a marketing strategy for attracting customers and increasing sales have been developed: sales funnels; media plan; plan of marketing activities in social networks; and content plan. The scientific novelty of the obtained results lies in the improvement of the scientific and methodological approach, which provides for the harmonization of marketing and communication goals; development of methodological tools for the formation of a marketing strategy for attracting customers and increasing sales based on the proposed emotional and value positioning matrix (EVP matrix). As a result of the implementation of the developed marketing strategy, the indicators of customer attraction (average number of visits and checks for the period) increased and sales increased. The obtained results have been implemented in the activities of the enterprise “MEGA-TRADE” LLC (2 acts of implementation) and in the educational process of the State Biotechnological University (2 acts of implementation). TOV "TORHOVA KOMPANIIa "MEHA-TREID" (2 acts of implementation) and in the educational process of the State Biotechnological University (2 acts of implementation).

Product Description

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Zhehus Olena V.
Olinichenko Kateryna S.

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2025-05-09