Faculty Advisor

Kasouf, Chickery J.

Faculty Advisor

Nikitina, Svetlana

Center

Moscow, Russia

Abstract

Mikromashina is a small appliance manufacturing company located in Moscow, Russia, that experienced stagnant growth in the past years. To build its business, Mikromashina needs to increase its brand awareness and develop brand equity. In order to do this, Mikromashina needs to implement short-term and long-term strategies that involve push and pull marketing strategies. Having conducted consumer research via surveys, focus groups and interviews, our team made recommendations for Mikromashina to expand its channels of distribution, customer network and engage in brand building in order to become a more successful company in the face of fierce competition.

Publisher

Worcester Polytechnic Institute

Date Accepted

October 2013

Major

Management Engineering

Project Type

Major Qualifying Project

Accessibility

Unrestricted

Advisor Department

Business

Advisor Department

Humanities and Arts

Project Center

Moscow, Russia

Share

COinS