Browsing by Author "Kenzhekhanuly, Zhannur"

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    DEVELOPMENT OF A MARKETING STRATEGY FOR THE CV AI SCANNER FOR TRANSTELECOM
    (Nazarbayev University Graduate School of Business, 2024-12-11) Kalmurzayeva, Dina; Mashpiyeva, Ainur; Nurbayev, Dayan; Kenzhekhanuly, Zhannur
    CVScanAI is a product that analyzes all CVs against a given vacancy with one click and assesses whether a candidate is suitable for the position. Before entering the market, it is essential to conduct a thorough market analysis. This analysis, which includes marketing research, aims to identify strategies and assess risks for the CVScanAI project (DaraAI). CVScanAI is an AI-powered CV analysis platform created by Transtelecom, a leading telecommunications company in Kazakhstan. With the growth and increasing interest in IT in Kazakhstan, it presents a promising location to establish this type of business. Government support also provides a strong foundation and high potential for success. This research aims to analyze how to launch this product. The analysis is based on various methods, including the Marketing Mix (4Ps), Porter’s Five Forces, financial analysis, and market research. The analysis of the CVSCanAI project involved a comprehensive evaluation of its market potential, financial viability, and operational efficiency. Market research was conducted to assess demand, pricing strategies, and customer preferences, including surveys of HR professionals to refine subscription models and product features. Financial projections were analyzed under conservative, moderate, and optimistic scenarios using Net Present Value (NPV) as the primary metric, revealing significant sensitivity to operational assumptions. Based on the gathered data, it is evident that this product has good potential in Kazakhstan. The results highlighted the need for strategic adjustments in cost management, revenue generation, and feature enhancement to ensure the product’s long-term sustainability and market success. A marketing advantage, such as the integration with hh.kz, is a current strength of the project. Quick market penetration, supported by proper project backing, will make the business strong and sustainable. While the main question of whether it is feasible to capture the recruitment market was addressed, other strategies for utilizing the current product were also analyzed. One high-potential area is providing feedback to individuals on how suitable they are for specific vacancies.