Varvara Pustovalova

Entering Russian Market: Marketing Research and Entry Modes Varvara Pustovalova

The work was conducted for the Spanish company Turijobs Tourism Services S. L., which operates in the tourism employment sector. The goal was to investigate which factors are to be taken into consideration when planning the entry into a Russian market. As a result of a research the main competitors as well as the potential customers have been identified. It has been discovered that there is a niche on the tourism labour market in Russia, though, the analysis has shown that the Russian tourism market is narrow nowadays. However, on the positive note it is slowly developing. The environmental research has given an understanding of the Russian tourism sector in general. Based on the results of research suitable pricing, promotion and placement strategies have been chosen. The final part contains the information on the market entry mode. It has been decided that the franchising would be the most suitable way of entering. The further recommendations to the company in interest were given. This work is targeted on the companies mainly in the services sector, which are interested in penetrating the Russian market.