The role of marketing strategy in the activity of domestic companies
Journal Title: Формування ринкових відносин в Україні. Збірник наукових праць - Year 2018, Vol 11, Issue 11
Abstract
The subject of the study – methods and approaches to evaluation the impact of marketing strategy on the economic development of domestic enterprises. The purpose of the article is to analyze and define the role of marketing strategy in the business activity of enterprises under the current conditions of business environment and to describe the sequence of the process of forming a marketing strategy of the enterprise. Methodology of work – the provision of the theory of marketing and marketing activities of the enterprise, the problems of marketing strategies development and implementation of modern enterprises. The results of the work – in order to ensure the successful activity of the company, the necessity of developing a long–term plan of action aimed at achieving the mission of the organization focused on market needs and taking into account the market as the main factor of the environment was argued. The essence of the concept «marketing strategy» was defined and the sequence of the process of formation of marketing strategy at the enterprise was described. Conclusions – Marketing strategy is one of the marketing tools that should be aimed at achieving marketing goals by comparing the strengths and weaknesses of the internal environment with the opportunities and threats of the market. A well–chosen and effectively implemented strategy not only allows the company to achieve competitive advantages, but also satisfy the needs of the consumer. In this way marketing strategy plays an important economic role in the business activities of any company, as well as social.
Authors and Affiliations
А. V. SHEVCHENKO, А. R. VILENSKYI, L. S. PUSTOVOIT
Keywords
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- EP ID EP447837
- DOI 10.5281/zenodo.2537303
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