Stages of forming a marketing strategy for managing the terminal and warehouse complex of JSC «Russian Railways» in order to achieve maximum results in promoting transport services and attracting customers

Abstract

Modern concepts of Russia's transport and logistics systems shaped and transformed under complex political and economic conditions, in order to successfully develop and effectively function, should include both infrastructural and coordinating components, which would allow them to fit into an integrated intelligent transport system of international level. Today, the terminal and warehouse complex is the fundamental sector of the transport and logistics system of JSC «Russian Railways», since it’s «Russian Railways» that acts as the main element of the system transforming the material flow of goods from producers of raw materials and product to the delivery of finished products to the final consumer. Due to these factors, it is impossible to solve urgent problems arising in the process of transformation of the transport and logistics system without the availability of a scientifically based methodology that takes into account the effective development of the terminal and warehouse complex. In order to achieve maximum results in the promotion of goods and services, to establish strong positions in the transport market, it is necessary to respond quickly to changing demand trends, as well as to find an optimal work style that will take into account the goals and capabilities of the Central Directorate for the Management of the Terminal and Warehouse Complex of the branch of JSC «Russian Railways». The proposed marketing strategy makes it possible to outline the main directions of production and economic activity and sales for the current and prospective periods, structures and organizes activities, focuses on the main segments of the transport market, synchronizes production and marketing plans. The main stages of developing an effective marketing strategy are presented in this scientific study.