Abstract
The object of this case study is to develop a market strategy that could be used by firms dealing with Russian food market, namely concerning the waffle market. Lots of marketing surveys of waffle consumption in Russia has been done, dealing with different investing potential possibilities. Some of them, for instance, reveal that traditional non-packaged waffles - hugely popular in the Soviet era - remain very popular in Russia. Hard-die habits of the Soviet Union heritage. People and habits have changed; it's now time to modernize, to enhance, and to develop the market. The awakening of the Soviet Union sounded – and it sounded well. But changing consumer lifestyles and the resulting shifts in consumption patterns remained important market drivers. The waffle-products are largely produced by domestic bakeries and confectionery firms, that is to say by the factories that have been specialized less than 20 years before in general Soviet Union sweets.
