City Marketing : Case: Moscow

Bachelor thesis English OPEN
Kuzina, Irina (2017)
  • Publisher: Lahden ammattikorkeakoulu

Nowadays cities compete with each other for attracting investments and people, which make them implement new city marketing and city branding strategies. There are many factors that can influence city image and its perception in customers’ minds. The purpose of this thesis is to realize how a well-selected city marketing strategy benefits the city and gain a deeper understanding of city marketing possibilities. The final goal is to offer suggestions for the city of Moscow, which can help to increase the inflow of tourists and international companies. The deductive approach was chosen for the research. Both qualitative and quantitative methods are used in order to answer the research question correctly. Primary data is collected from the survey condected among Lahti University of Applied Sciences and Neu Ulm University of Applied Sciences students and interviews of Tourism Department and IKEA representatives. Primary data is supported with secondary data that was gained from literature, articales and Internet sources. The theory of 4P’s and PESTEL-analysis were implemented for a better understanding of marketing concept. Customer decision making theory was used for a deeper comprehension of how customers react to brands. As the final goal of the research is the creation of development plan, the SWOT-analysis is used. Research findings show that the main factor influencing customers’ decisions is social media marketing as many people use it as a searching tool and feedback. At the same time, tourists rely on recommendations of friends and relatives, while international companies tend to analyze reliable sources and city’s development.
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