THE ROLE OF MARKETING RESEARCH IN THE IMPLEMENTATION OF INTERNATIONAL FRANCHISES IN UZBEKISTAN
DOI:
https://doi.org/10.5281/zenodo.11171326Keywords:
Market integration; Consumer behavior; Competitive analysis; Promotion methods; Logistics and supply chainAbstract
A detailed analysis of the important role of marketing research in the successful introduction of international franchises in the market of Uzbekistan. The rapid growth of Uzbekistan's economy and consumer market creates ample opportunities for international businesses, but in order to effectively use these opportunities, a deep understanding of the market is necessary. The article covers the main difficulties faced by international franchises entering the market of Uzbekistan and the role of marketing research in solving these problems. Important issues such as consumer behavior analysis, competitive environment study, product adaptation to local market requirements, pricing and promotion strategies are discussed. The article also offers practical advice on how to optimize market strategies for local and global franchises.
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