Analysis of the organisation’s marketing strategy in the conditions of the North using the example of the Nemyugunsky Bakery («NHZ GROUP»)

Nemyugunsky Bakery («NHZ GROUP») is one of the largest producers of bakery and confectionery products in the Republic of Sakha (Yakutia). In the North, bread is one of the main consumer products and has social significance. Bread production is an important branch of the food industry and the marketing analysis of an enterprise engaged in bread production is of significant relevance given the competition in the food market. This scientific article analyses the marketing strategy of the NHZ GROUP, considering the basic principles and methods used by the company to achieve its goals, and assessing the effectiveness of the strategies used. The study will identify successful practices and suggest improvements in the marketing strategy of the NHZ GROUP. Such research becomes especially relevant in the context of enterprise management in the food and retail sectors. The authors conducted an industry analysis of the market for bread and bakery products in Yakutsk, identified market participants, analysed the marketing strategy of the NHZ GROUP comp any, paying special attention to various promotion methods that maintain the company’s competitiveness and satisfy the needs of customers. Also, based on the analysis of the company’s marketing strategy, proposals for improving the marketing strategy were identified. The results of the study can serve as a basis for the formation of specific practical recommendations for improving the position of enterprises in this industry, as well as help improve the efficiency of their activities in the regional market.

1. Territorial body of the Federal State Statistics Service of the Republic of Sakha (Yakutia). sakha.gks.ru; 2023. [online] Available at: https://14.rosstat.gov.ru/ [Accessed 01 Dec. 2023]. (In Russ.)

2. Dyachkovskaya NN, Timofeeva AP. Analysis of the state of the competitive environment in the market of bread and bakery products in Yakutsk. Economics and entrepreneurship. 2020;11(124):684–688. (In Russ.)

3. Yakutsk Bakery. yhkhleb.ru; 2023. [online] Available at: http://yhkhleb.ru/ [Accessed 29 Nov. 2023]. (In Russ.)

4. Aigul LLC. aigul.ru; 2023. [online] Available at: http://www.aigul.ru/ [Accessed 29 Nov. 2023]. (In Russ.)

5. LLC Mokhsogollokhsky Bakery. хлеб-якутск.рф; 2023. [online] Available at: https://хлеб-якутск.рф/ [Accessed 29 Nov. 2023] (In Russ.)

6. Walker O. Marketing strategy: MBA course. Moscow: Vershina, 2021:492. (In Russ.)

7. PR technologies and stimulation in promoting the NHZ Group brand in the Sakha Republic. In: Ivanova V.A. Journalism, advertising and PR in the modern digital environment, April 23, 2021. Arkhangelsk: M.V. Lomonosov Northern (Arctic) Federal University, 2023:110–111. (In Russ.)

8. Gaidaenko TA. Marketing management. Moscow: Eksmo, 2019:512. (In Russ.)