Creation of an attractive digital brand for an online store within the City of Yekaterinburg : planning marketing mix for Uniland

When choosing the topic of the Thesis, it was important for the author to show how realistic it is to create a working Marketing Strategy plan for a medium-sized company providing services on the Internet. The success of the implementation of such a plan depends on the right approach to the development of the company's brand. The idea is to prove that the formation of an attractive brand is available not only to large corporations, but also to small and medium-sized businesses. Achieving marketing goals becomes possible if the employees who influence the formation of the Marketing Strategy master the methods of market analysis and project control. In the Literature Review part, key books and sources of information were selected that reveal the fundamental concepts of Brand, Brand Equity, Digital Marketing and Success Metrics related to communication channels. The third part of the study presents the results of a marketing study of the local market. The following methods were used for the study: 4P analysis, Competitor value proposition analysis, SWOT analysis, Company risk analysis, and some others. Detailed data for each type of study are given in the Appendix. The next part of the Thesis is devoted directly to the main goal of the work - the formation of a work plan for creating the Uniland brand within the framework of one city. The goal was achieved, the plan was formed and detailed in this part in the form of WBS and Gantt charts. Before starting work, negotiations were held with Uniland, which was the customer of this study and intends to use its results for implementation in 2023. From this point of view, this study is of absolutely applied business benefit, which means that the goal set in the course of study at the International Business Master Degree course has been achieved