Детальная информация

Целью работы является разработка двух проектов для расширения бизнеса заграницей. Работа выполнена на базе  OOO “Золотое Яблоко”. Использованные методы: канва бизнес модели, качественные и количественные методы анализа и оценки, матрица рисков, финансовый анализ. Основные результаты работы: – Проанализирован рынок красоты Тайланда,поведение потребителей; – Разработана эффективная стратегия выхода компании “Золотое Яблоко” на рынок Таиланда; – Была оценена финансовая целесообразность расширения “Золотого Яблока” изучив структуру затрат и прогноз доходов; – Разработана маркетинговая стратегия включая рекламную компанию и модели дистрибьюции адаптированные к Тайскому рынку; – Предложены шаги внедрения, с указанием ключевых этапов, распределением ресурсов . Область применения результатов ВКР бизнес менеджмент. При работе над ВКР использованы цифровые технологии Yandex Browser, Google Chrome, Acrobat Reader, Kaspersky Endpoint Security., ArchiMate, Canva. Выводы. Задачи ВКР решены, цель достигнута, определена область применения результатов.

The aim of the graduate qualification work is to develop two projects to expand “Golden Apple” into Thai beauty market. The work has been carried out on the materials of LLC “Gold Apple”_. Research methods used: Business model outline, qualitative and quantitative methods of analysis and assessment, risk matrix, financial analysis. The main results of the graduate qualification work: – Thailands beauty market and consumer behavior are analyzed; – An effective strategy for Golden Apples entry into the Thai market has been developed; – The financial feasibility of expanding Golden Apple has been assessed by examining the cost structure and revenue forecast; – A marketing strategy has been developed, including an advertising campaign and distribution models adapted to the Thai market; – The implementation steps are proposed, indicating the key stages of entry, the allocation of resources. The areas of the graduate qualification work results application: business management. Information technologies Yandex Browser, Google Chrome, Acrobat Reader, Kaspersky Endpoint Security. ArchiMate, Canva were used while working on the graduate qualification work. Conclusions. Tasks have been solved, aim has been achieved, the areas of the results application have been determined.

• INTRODUCTION
• 1. THEORETICAL FOUNDATIONS OF INTERNATIONAL MARKET ENTRY STRATEGIES IN THE BEAUTY RETAIL SECTOR
  • 1.1 Theoretical Aspects of International Business Expansion
  • 1.2 Research methods and tools for market entry analysis.
  • 1.3 Trends in the Global and Thai Beauty Industry
• 2. CHARACTERISTICS AND ANALYSIS OF THE “GOLD APPLE” AND THAILAND BEAUTY MARKET
  • 2.1 Characteristics of Gold Apple as a beauty retailer
  • 2.2. Characteristics of Market Entry Business Processes.
  • 2.3 Market Analysis and Identification of Areas for Improvement
• 3. DEVELOPMENT AND IMPLEMENTATION OF A MARKET ENTRY STRATEGY FOR “GOLD APPLE” IN THAILAND
  • 3.1 Physical store launch and offline retail strategy
  • 3.2 Digital Marketing and E-commerce Strategy
  • 3.3 Evaluation and Expected Outcomes of the Market Entry Strategy
    • 3.3.1 Summary of Total Investments
    • 3.3.2 Economic evaluation tools
• CONCLUSION
• REFERENCES
• APPENDIX A
• APPENDIX B
• APPENDIX C