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Global marketing: Russian food market

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  1. Introduction.
  2. Consumer analysis.
    1. Primary consumption profiles.
    2. Russian and the foreign brands.
    3. Women vs. Men most tempted by bakery products.
    4. The age.
    5. Russian consumers behaviours.
  3. Market Analysis.
    1. Lotus Bakeries company profile.
    2. SWOT analysis - Doing business in Russia.
    3. Administrative framework.
    4. Marketing Mix.
  4. Conclusion.
  5. Bibliography.

The object of this case study is to develop a market strategy that could be used by firms dealing with Russian food market, namely concerning the waffle market. Lots of marketing surveys of waffle consumption in Russia has been done, dealing with different investing potential possibilities. Some of them, for instance, reveal that traditional non-packaged waffles - hugely popular in the Soviet era - remain very popular in Russia. Hard-die habits of the Soviet Union heritage. People and habits have changed; it's now time to modernize, to enhance, and to develop the market. The awakening of the Soviet Union sounded ? and it sounded well. But changing consumer lifestyles and the resulting shifts in consumption patterns remained important market drivers. The waffle-products are largely produced by domestic bakeries and confectionery firms, that is to say by the factories that have been specialized less than 20 years before in general Soviet Union sweets.

[...] Strength: * Quality products * Pioneer within our sector in having a well-developed quality management system * Image of European quality Opportunities * Russian market growth continues with booming economy * Russia's attractiveness for multinationals * Size of the market : Territory and population, growth, strong relationships with Europe * The domestic market offers a huge growth potential * Increasing European food trends * Lack of high-fat traditional pirojki * Big market with strong potential and purchasing power of the middle class * Snacking represents a hard-die Russian people habits. [...]


[...] (Healthy Food and Nutrition of Women and Their Families. Training course and workshop for health professionals. WHO/UNICEF, 2000) ? ???????? ??????. ???????? ?????????? ???????? ? ???????????? ???????????: ????????? ???????? ?????????????? ???????????. ?????? (Towards a Healthy Russia. A Policy of Health Promotion and Disease Prevention: the Focus on Non-Communicable Diseases. Moscow, 1994) ????????? ??????????? «??????? ? ???????? ?????????? ?????» ?????????? ???????????? ?? «??????? ?????????? ??????????? ??????????? ??????? ?????????? ?????? ?????????». ?????? (Proceedings of the conference "Nutrition and health of low-income families". [...]


[...] The first thing that must be said is that what has happened to the food habits in Russia since the transition from planned economy to market economy? Are the consumers choosing other and new foods, or are they buying the same as before? Let's see together some key factors. a. Primary Consumption Profiles Since the collapse of the Soviet Union, some new consumer trends and profiles began to appear. Consumer goods manufacturers, distributors, advertisers and bakery makers are now showing increased interest in the structure of the Russian consumer market with its emerging classes. [...]

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