The Concept of Cooperation in the Activities of Transnational Corporations

The goal of the research was studying of the experience of the concept of cooperation marketing in the activities of the transnational corporation. The following tasks were set: to estimate the quality of the planned marketing events and the expected effect from motivating measures as well as to characterize the peculiarities of partners relationships formation on the Russian market. The study of the factors of the external and internal environment of Nestle Samara LLC on the basis of SWOT analysis was carried out; key competencies and main threats were identified. PEST analysis allowed us to establish the most important factors for the growth of the company revenues. Particular attention was paid to the study of the nature of interaction of a manufacturing company with retail chains and intermediaries within the framework of the implementation of the concept of marketing cooperation. The study of the organization of internal processes of sales management and sales promotion with the participation of retail chains was conducted. The positive experience of the implementation of the marketing concept of cooperation of the company under research was revealed and the key elements for its use were identified.