Planning and perspective: promoting international companies in the Russian market

Abstract

The modern market as a sphere of commodity exchange is dynamic, extremely unstable and extremely demanding on companies. The Russian ice cream market is no exception. Due to its maturity and modest growth in consumption, it is on the verge of structural change. Medium-sized manufacturers are more active and strive to take leading positions, niche companies, which promptly respond to the latest trends, are taking increasingly strong positions.