Preliminary Marketing Plan for Baby Carriage Online Store in Murmansk Region

The goal of the thesis is to create a clear and understandable preliminary marketing plan based on both types of research: secondary and primary. The objective is to identify strategic marketing ideas based on different analyses and research. The chosen bibliography together with the thesis author’s own thoughts and experience are used in the thesis work. For secondary research, the author of the thesis uses information from Data Insight company. The firm provides the results of the survey about online shopping in the Russian Federation. Furthermore, micro and macro environment analyses and SWOT are introduced in the thesis. In addition, the theoretical material is based on literacy about marketing management. For primary research, the author uses a survey as a quantitative research method in data collection. The survey questionnaire includes also open-ended questions, which are qualitative type of questions. The results of the survey give guidelines for the decision making process for the future baby stroller online store, however the results are not statistically representative. The preliminary marketing plan includes suggestion for the future Internet store. There are three elements that could be used as recommendations in the future: convenience as a benefit for customers;; creation of mobile application, social media profiles, and brochures for promotion;; attraction of customers through the building of a good relationship. The preliminary marketing plan for the baby carriage online store provides information for future marketing planning. Different professional areas should be taken into account as customer relation, organization development, service delivery, etc. Understanding core concepts of marketing management helps to transform the theory to the reality when starting up the business