Adapting Marketing Strategies of Smartphone Manufacturers to the Conditions of Parallel Imports

Abstract

In this article marketing strategies of smartphone manufacturers are investigated from the position of influence on the Russian market conditions. The underlying goal of the research is to develop a variant of the transition of the Russian smartphone market to growth. In order to achieve this goal the following objectives were set and solved: to illustrate changes in the alignment of forces in the market since the beginning of the SMO, to analyze Porter’s forces pressure on manufacturers, to offer marketing strategies for key players in the new conditions. The developed version of the transition of the smartphone market to growth involves updating the relationship of smartphone manufacturers with their suppliers and their competitive strategies, as a result of which the brands’ products will cover the needs of all major consumer segments.