Strategic marketing planning in the period of market uncertainty: MTS Ukraine case study
Independent thesis Advanced level (degree of Master (One Year)), 15 credits / 22,5 HE creditsStudent thesis
Nowadays, the trend towards globalization and internationalization of business has strong impact on companies’ strategy. When a company is thinking about strategy development, it needs to pay attention to variable aspects on micro- and macro-level. This study includes the overview of the factors which need to be considered while developing a strategy. Moreover, a significant emphasize is made on the contemporary deriving challenges at the market. The purpose of the study is to investigate a new approach to the strategic planning, named “Early warning system”. For that purpose, it was conducted qualitative research at the example of the Ukrainian telecommunication company – MTS Ukraine. I identified factors which influence the company and analyzed how company copes with deriving challenges. Moreover, it was found out the company’s strategic planning process is significantly influenced by specific market characteristics such as high level of bureaucracy, specific behavior of some competitors, growing market.
Place, publisher, year, edition, pages
2011. , 41 p.
strategic planning, uncertainty, Early warning system
IdentifiersURN: urn:nbn:se:hh:diva-16619OAI: oai:DiVA.org:hh-16619DiVA: diva2:461049
Subject / course
UppsokSocial and Behavioural Science, Law