Modern City Positioning Case Study as a Tool of Territorial Marketing: Magadan, Russia

Abstract

The increased competition between domestic cities leads to the need to develop a city positioning marketing strategy more efficient. The study aimed to determine and select the factors of positioning of Magadan, which is located in the Far North-East of Russia. I chose selected situational analysis to assess the current position and the consumer properties of the city. 14 representatives of municipal government, the media, business and science, the industrial sector were interviewed. From the point of marketing Magadan position is weak since the city has no clear strategy for its positioning. The consumer properties of the city are reflected by the most important events of the city, famous symbols and historical characters, industrial-building, banking, transport, engineering and social infrastructure. Internet marketing is developed quite weak as not all means of the Internet are used. The best indexes of Magadan are: average monthly nominal wages, catering turnover per capita, hospital beds, number of children per 100 places in preschool, the number of companies engaged in the mineral extraction, air emissions of pollutants from stationary sources without purification, turnover of goods. Among the worst indicators Magadan was marked by: population, migrate rate, construction works content, volume of paid services to the population, number of university students, number of telephones PSTN. Municipal authorities should take up communication policy and begin to work with the informational space purposefully creating a favorable image of the city. The material base of tourism and the formation of the modern hospitality industry in the region should be improved attracting both private and public investments in tourism through the development of financial-based projects. Attention should be focused on the development of transport infrastructure for domestic and foreign economic relations.

DOI: 10.5901/mjss.2015.v6n4p245