ЗАБЕЗПЕЧЕННЯ КОНКУРЕНТНИХ ПЕРЕВАГ У ПРОЦЕСІ ІНТЕГРУВАННЯ ЛОГІСТИЧНОЇ ТА МАРКЕТИНГОВОЇ ДІЯЛЬНОСТІ КОМПАНІЇ

Abstract

In the contemporary conditions of globalization on the one side and the lock-down reality of the COVID 19, on the other side, the synergy of marketing and logistical efforts are becoming increasingly essential for a global company to maintain a leading position on the market. The article characterizes and analysis the ways of influence of marketing decisions on logistical objectives, and, as a consequence, on the realization of strategic objectives of the company. Marketing logistics as a separate functional area of an enterprise has been specified in the article. In addition, interrelation of activities of two different business units of enterprise of doing business has been outlined on a global scale. The factors, which facilitate the integration of marketing and logistical activities, have been specified and include strengthening the differentiation of the market, making customer service providers more competitive and innovative, increasing the quality of company products, changing the product life cycle to increase demand, testing and implementing new ways to distribute products in B2B and B2C segments as well as infusing updated processes of economics and management, etc. The article also includes a thorough description of logistical activities components which ensure realization of the marketing-level strategic objectives. Based on a systematic research and analysis the global management functions, which involve both corporate marketing and logistic resources were defined. A competitive characteristic of various functional spheres of marketing and logistics within a global company was identified. They cover production, distribution and sale, volume and structure of the informational system, pricing policy and market penetration and promotion. The example of a global company is taken into account. Samsung Electronics Company has integrated all the function, which concern this work: both marketing and logistical. These functions are perfectly aligned with the strategic goals of the company, which translates effectively to the promotion and production of their products. The company gives useful examples of process management practices for other players of the global and local markets. Through the implementation of the recommendations from this article, companies can expect to optimize their logistical, warehousing and transportation costs while meeting the increasing marketing objectives each quarter.