1. ONE OF THE MODELS FOR IMPLEMENTING INTERNATIONAL RESEARCH PROJECTS: Integration Of Business And Higher Education Marina V. Markova Ph.D., Associate Professor Senior Lecturer in Management, Corporate Relations Coordinator, Lomonosov Moscow State University Business School

2. Content Scheme of the joint research project (on the penetration of foreign companies into the Russian market) Advantages of the universities Objectives of home country students and foreign students Structure of the research report Results of the research Structure of the business project Useful links Contact information

3. Foreign RUSSIA country Foreign RUSSIA country SCHEME OF THE JOINT RESEARCH PROJECT The Main idea of the project: integration of business and higher education Chamber of Commerce companies markets (producers) (potential consumers) Objective: development of marketing penetration strategies for foreign producers in the Russian market according to the traditional domestic goods and services Partner University

4. Advantages of the universities before consulting organizations in conducting marketing research - scientific character - use of secondary and primary information - calculation of statistics - use of modeling and forecasting methods, etc.

5. Objectives of home country students and foreign students in the joint research projects searching, interpretation, analysis, granting to the Partner … primary and secondary data on market conditions, forecasts of further development of the research objects

6. Structure of the research report RESEARCH OBJECTIVE  The objectives of the research, plan, resources MARKET DEVELOPMENT FACTORS  PEST-analysis CONDITIONS OF THE RUSSIAN PRODUCT MARKET  Market capacity, saturation  Production and imports (dynamics)  The volume of imports from foreign country (shares in the Russian market) STRUCTURE OF THE RUSSIAN PRODUCT MARKET  By product (classification)  BCG (for foreign products in the Russian market)  Production by producers  Imports by countries  Basic foreign importers  SWOT (for foreign producers in the Russian market)

7. Structure of the research report (continuation) COMPETITION  Major participants (with shares)  The degree of competition  Porter's 5 Forces CONSUMERS  Consumer preferences in producing countries, modifications, places of purchase (survey)  Motivation of purchase  Profile of the typical consumer FORECAST AND PROPOSALS FOR THE DEVELOPMENT OF IMPORT TO RUSSIA

8. Results of the research can be represented in the form of business projects on penetration of foreign producers into the Russian market (including the characteristics of the factors and market indicators), as following: characteristic of the segment (s); volume of the segment (s); characteristic of the product supply; promotion; price positioning; competitive advantages; priority of entering, etc.

9. Penetration strategyProduct 12 Segments of consumers…… Characteristics of the segments …… Segment volume…… Type of the product (modification ) …… Promotion…… Price positioning …… Competitive advantages …… Priority of penetration (the highest probability of the success with the lowest expenses) …… Structure of the business project

10. Useful links Databases: data and analytical system FIRA PRO (producers) www.export- import.ru/price.htm database “Statistics of foreign trade activities” www.fira.ru/site/tariffs /index.html. marketing database www.marketingbase.ru Open resources: www.marketologi.ru Russian Guild of Marketers www.comcon-2.com (www.comcon-2.ru) Russian research company www.gfk.com Russian research company www.sostav.ru Russian industry media in advertising, marketing and PR Field research data: expert surveys interviews and surveys of potential consumers

11. Marina Markova Tel.: +7 (495) 939-02-42 +7 (985) 157-09-54 E-mail: markova@mgubs.rumarkova@mgubs.ru 2003mmarkova@mail.ru Address: 1-52 Leninskie gory Moscow 119234 Russia

12. Thank You for Your attention!