ASTANA CITY

Topics: Sustainability, Nursultan Nazarbayev, SWOT analysis Pages: 13 (699 words) Published: December 3, 2014
ASTANA CITY

Marketing 11.816
Prepared by:
Aigerim Karimova
Kambar Sagintayev

CONTENT
• Introduction
• Mission, vision and goals
• PEST analysis
• SWOT analysis
• Growth strategy
• Conclusion
• Literature

INTRODUCTION
“Astana – personification of
a new, dynamically
developing Kazakhstan, a
symbol of renewal, a symbol
of independence of our
Republic!”
© Nursultan Abishevich
Nazarbayev

Astana is the capital city of Kazakhstan. It is
located on the Ishim River in the north portion of
Kazakhstan, within Akmola Province, though
administrated separately from the province as a
federal city area. The 2014 census reported a
population of 835,153 within the city, making them
the second-largest city in Kazakhstan.

MISSION, VISION AND
GOALS OF ASTANA

Mission: to become a cultural and intellectual centre of
the Eurasian space and to play a role of the main
generator of Kazakhstan’s sustainable development.
Vision: the capital of the Republic of Kazakhstan - a city
with a competitive economy, attractive to residents,
citizens and tourists, businessmen, a city with favorable
for human life environment.
4 strategic goals:
- sustainable economic development of the city;
- maintenance of a favorable environment and stable
functioning infrastructure;
- formation of a socially sustainable society;
- improvement of urban governance.

PEST ANALYSIS
POLITICAL
ENVIRONMENT:

SOCIAL
ENVIRONMENT:

- Conducted sociological research;
- Identified problematic aspects of city life;
- Introduce the practice of holding regular meetings
to establish a trust relationship between the
government and NGOs;

-Steady increase in the population
-High academic performance in
education
-Improving quality of medical care

ECONOMICAL
ENVIRONMENT:

TECHNOLOGICAL
ENVIRONMENT:

- Increase the income of the population
- An increase in wages
- An increase in prices of food and non-food
products, as well as additional services
- Increase the volume of retail trade

- Accredited 10 testing laboratories
- 16 verification laboratories
- 2 calibration laboratories

SWOT ANALYSIS
STRENGTHS

• The annual increase in funds
allocated for the development of
education and health,
construction, material and
technical equipment of health
facilities and education.
• Maintenance and improvement
of the existing cultural and
sports facilities, leisure facilities
expansion of the network.
• Growth of the working age
population and the decline in
emigration level.
• International festivals,
competitions and exhibitions that
contribute to increase the flow of
tourists to the city.

WEAKNESSES

• Lack of government health facilities, public
preschool and general education, the lack
of material and technical equipment of
these organizations.
• Growth of general morbidity of the
population, as well as morbidity
narcological disorders, including of
children.
• High incidence of maternal and infant
mortality, poor reproductive health of
women.
• Low salaries of social workers.
• Shortage of housing for people with low
and middle incomes.
• Inaccessibility to the a large part of the
population services of welfare sphere due
to their high cost.
• Lack of institutions nonscholastic adult
education and leisure activities for
children.
• Poor development of tourism, which has a
great economic importance for the city, the

SWOT ANALYSIS
OPPORTUNITIES:

• Improvement of public administration;
• Development of small and medium-sized
businesses;
• The increase in production and
processing of agricultural products to meet
demand in the capital and surrounding
areas;
• Revenue growth of the local budget of
Astana due to the rapid growth of the
economy and population of the capital;
• Provision of special conditions for the
formation of the capital budget;

THREATS:
• The lack of real and effective support for

innovative entrepreneurship;
•...
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