ISSUES OF UNDERSTANDING MARKET TRENDS FOR PLANNING MARKETING ACTIVITIES IN THE LEGAL SERVICES MARKET

Abstract

Introduction. The legal culture of the population is growing in Russia today and there is an increase in requests for legal services. In this situation, the expediency of analytical consideration of the trends emerging in the legal services market, in both the direction of con- sumer demand and the demand specialists, is actualized, which allows planning their marketing activity. Materials and methods. In the article, we rely on the opinions of specialized specialists, theorists analyzing similar research issues, as well as practitioners who are faced with applied aspects of the implementation of legal services to consumers. As an analyzed empirical base, we consider data from secondary marketing research of the Sberbank Law service, presented in the open press, as well as materials from the analysis of the legal services market in Russia, present- ed by the analytical agency Businessstat. The methods of searching, aggregating information from various sources, graphical interpretation, analysis and synthesis of materials are applied. Research results. It is demonstrated that an approach in the format of implementing a narrowly segmented marketing strategy seems appropriate when choosing a range of activities and work- ing with the target audience. In order to attract consumers, taking into account the strategy of broad coverage and the multidimensional nature of the services provided, it makes sense for the legal service to offer the services of specialists specializing in certain problems within a single set of services based on cooperation with a specific organization, possibly combining online and offline interaction formats. Discussion and conclusion. It is clarified that for a particular special- ist lawyer and for a law firm, it is in demand to monitor those trends and trends that are emerg- ing in the market from the demand side, both individuals and corporate clients, and offer appro- priate services. In this case, it is advisable for a certain person to have his own conditional «atlas of promising areas in the legal profession», in which one should train and gain experience for personal success in the profession, and for a law firm, a service offering such sought-after areas is also a guarantee of the success of the organization itself, which develops according to the market, its demands, anticipating the appearance of the latter.