Before the advent of market research, most companies were product-focused, employing teams of salespeople to push their products into or onto the market, regardless of market desire. A market-focused or customer-focused, organization instead, first determines what its potential customer's desire, and then builds the product or service. Marketing theory and practice is justified on the belief that customers use a product/service because they have a need, or because a product/service has a perceived benefit (Wikipedia Online, 2006a).
With the fast development of technology, marketing process has also improved. Different marketing strategies have been emerged, marketing researches had boomed and contemporary marketing theories have existed, all of these had been developed to make marketing activity more desirable and beneficial to the consumers and the producers as well.
This paper will focus on a market analysis of Australian gourmet product to be offered to the Russian market. It evaluates the Russian economic and financial environment, cultural environment, political environment and technological environment, which are all necessary in the evaluation of the success of the Australian gourmet win in the Russian market.
The economy of Russia includes redoubtable assets. ...
For nearly sixty years, the Russian economy and that of the rest of the Soviet Union operated on the basis of central planning meaning state control over virtually all means of production and over investment, production, and consumption decisions throughout the economy. Economic policy was made according to directives from the Communist Party, which controlled all aspects of economic activity. The central planning system left a number of legacies with which the Russian economy must deal in its transition to a market economy. The constant changes in the business environment can make business activities hard to plan for managers.
Taxes in Russia are high but some reforms are implemented in order to reduce the amount of taxes paid by companies. During the recent years, the government has put emphasis on reducing regulation and lowering taxes. Depending of the company's location, the tax can vary. A thorough tax code has recently been implemented including a new VAT law and a new profits tax law. The VAT is quite similar to the EU model; however, input VAT is only recoverable when paid whereas output VAT can be accrued on a cash or accrual basis. The government actions regarding the VAT are mixed. On one hand, the Russian government decided not to apply VAT on certain actions (i.e. inter-company loans or derivatives transactions), but on the other hand, some other fields that were not concerned by VAT are now subject to it (i.e. transfer of patents, trademarks, copyrights). The new Profits tax law is lowering the tax rate to a maximum 24% and reduced the number of non-deductible expenses.
A value-added tax (VAT) is also applied to virtually all imports, and excise taxes are applied to a small