The current state and prospects for the development of the flower market in the Kaluga region

Abstract

The article contains an analysis of the current state of the flower industry in the Kaluga region. The analysis is the justification for the development of a strategy for the development of a flower cluster. The flower market is highly competitive, with a large number of both local and international players. The development and implementation of a marketing strategy is critically important for the success of a flower cluster in modern market conditions. The article discusses the following aspects: determining target sales volumes; competition analysis and cluster positioning; a system for promoting and increasing product awareness. The development of the strategy is proposed based on an analysis of the market situation, the competitive environment and the potential of the region. The analysis allowed us to draw conclusions about the current state of the flower market, the level of development of enterprises belonging to the Kaluga region flower cluster and trends in the development of the flower market. The provisions of the article were used in the development of a strategy for the creation and development of a cluster for the production of floral products in the Kaluga region