Analysis of Green Marketing in Russian Large Enterprises (Case Study of Company VkusVill)

Bc. Ivan Rozhko

Master's thesis

Abstract:

This research examines the components of green marketing practice implemented in company VkusVill, which represents a chain of health food stores. The main objective of this work is analysis of company VkusVill from the perspective of green marketing and consequent proposals for its improvement.Research survey and official companies data are used for the purposes of current research. Similarly, there were implemented relevant practical instruments (matrix McKinsey / General Electric, PSM) for evaluation of different aspects of company’s activities. In particular, marketing study included analysis of consumers, competitors and marketing mix. Based on information received from the analysis, it was revealed that VkusVill has certain shortcomings in their marketing approach. On the ground academic information provided in literature review and existing green marketing practice, study gives recommendations concerning improvement of company’s green marketing strategy.

Keywords

Green marketing, Marketing mix, Consumer behavior, Green consumers, Segmentation, Ecolabelling, Survey, Moscow Oblast

Jazyk práce: English

Datum vytvoření / odevzdání či podání práce: 21. 5. 2018

Obhajoba závěrečné práce

• Vedúci: Ing. Irena Benešová, Ph.D.

Czech University of Life Sciences Prague

Faculty of Economics and Management

Master programme / odbor:
Economics and Management / Economics and Management