Positioning Strategy of Service SME in Foreign Fragmented Market: A Case of UK Company Entrance into Russian Language Services Market

The main goal of this research is to propose a positioning strategy for the UK translation agency in highly fragmented Russian translations services market. The analysis chosen for the positioning strategy identification is divided into three main parts: integrated approach based on Hooley’s six dimensions of differentiation, integrated approach based on Market- Attractiveness – Business Position Matrix, and descriptive analysis of online positioning. The methodology used contains both quantitative and qualitative element due to very limited availability of the data and in an effort to increase reliability of the results obtained. Also some descriptive analysis of online based businesses is provided. Additional data for the analysis and factual confirmations was collected through publications, newspaper articles and experts’ opinions. After the evaluation and analysis, the final positioning strategy is provided, and conclusion, limitations and suggestions for further research are developed as well