Abstract
Entering a foreign market is always a challenge. This is especially true under the economic, political and cultural changes that are constantly taking place. Revealing the target markets' peculiarities is the initial phase of any entry and promotion strategy. The market of the largest country in the world − the Russian market − is of the greatest interest today. Its special traits descriptively summarized and examined in the paper may give a foreign company an advantage entering the market. The promotion strategies that to some extend meet the peculiarities of the Russian business environment promise to be more effective on the Russian market.
Highlights
The marketing environment with all its specific aspects is a key for the success of a company on a new market
Russian market remains a puzzle for foreign companies
The promotion strategies that to some extend meet the peculiarities of the Russian business environment promise to be more effective on the Russian market
Summary
The marketing environment with all its specific aspects is a key for the success of a company on a new market. The political and economic environment keeps changing in any country impeding market entrance for foreign companies. Certain marketing procedures − a thorough analysis at least − are surely needed to reduce the risks when entering the market. Russian market remains a puzzle for foreign companies. This hinders foreign trade and business cooperation though cultural peculiarities are typical for any country (take Asian countries to get a vivid example). Developing and implementing a proper promotion strategy that meets the cultural peculiarities of a certain country is a true challenge even for a global mature company
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