Детальная информация

лнения выпускной квалификационной работы были решены следующие задачи: п ровед е н теоретический анализ форм и методов выхода на зарубежные рынки; в ыполнен сравнительный анализ состояния и динамики международного парфюмерно - косметического рынка, включая регионы Европы, Северной Азии и Кавказа; п ровед е н маркетинговый анализ компании ООО «Золотое Яблоко» и е е рыночного позиционирования; о существл е н факторный анализ влияющих на экспансию внешних и внутренних условий; п рименены математико - статистические и математико - экономические методы для оценки потенциала и рисков международной деятельности; р азработаны практические рекомендации по этапам выхода компании на зарубежные рынки, включая каналы дистрибуции, цифровые инструменты и локализацию бренда.

The object of the research is the process of an enterprise entering international markets in a globalized economy. The subject of the research is the strategy of international expansion of GOLD APPLE LLC as one of the largest representatives of the Russian cosmetics retail market. The purpose of the work is to develop a comprehensive strategy for GOLD APPLE LLC to enter the international market, taking into account current market trends, the competitive environment and the companys internal resources. During the completion of the final qualifying work, the following tasks were solved: a theoretical analysis of the forms and methods of entering foreign markets has been carried out; a comparative analysis of the state and dynamics of the international perfumery and cosmetics market, including the regions of Europe, North Asia and the Caucasus, has been performed; the marketing analysis of the Golden Apple LLC and its market positioning was carried out; a factor analysis of the external and internal conditions affecting the expansion has been carried out; mathematical-statistical and mathematical-economic methods have been applied to assess the potential and risks of international activities; practical recommendations have been developed on the stages of the companys entry into foreign markets, including distribution channels, digital tools and brand localization. As a result of the research, a step-by-step strategy was formed for Golden Apple LLC to enter the international market, with an emphasis on the use of e-commerce platforms, brand development in the countries of the Kavkaz region, product policy adaptation and the use of digital marketing tools.