Дипломная работа на тему: Product portfolio optimization in automotive and retail industries (Оптимизация продуктового портфеля в автомобильной промышленности и розничной торговле) (на примере NPK LLC)

План работы:

Introduction 3
1. Theoretical background of the product portfolio concept within the framework of company positioning in the industrial automation market: the impact of consumer perception on effectiveness for marketing 7
1.1. Key concepts and essence of positioning in the automotive industry 7
1.2. Specific types of positioning strategies in the industrial market 13
1.3. Tools for creating an appropriate marketing communications mix to realise the positioning strategy 18
2. Methodological approaches to the development of positioning strategy on the industrial market 26
2.1. Review of methodological approaches for choosing a positioning strategy 26
2.2. Methodological approaches to the assessment of the company's position on the industrial market 30
2.3. An algorithm for positioning the company on the industrial automation market has been developed 35
2.4. Best practices of product portfolio management in International Business 40
3. Development of the company's positioning strategy on the industrial automation market 46
3.1. Industrial automation market review 46
3.2. Characterization of the company NPC LLC. and its position in the industrial automation market 59
3.3. Development of positioning strategy and marketing communications complex of NPC LLC 67
Conclusion 86
References 89
Appendices 97