ОМНИКАНАЛЬНЫЙ МАРКЕТИНГ КАК ИНСТРУМЕНТ ПОВЫШЕНИЯ УСТОЙЧИВОСТИ ОРГАНИЗАЦИИ НА РЫНКЕ

Abstract

The article considers the possibility of changing the relative market share of a particular product as one of the main goals of the organization's marketing strategy, based on the analysis of the most important factors that shape financial flows and affect the possibility of obtaining and the amount of profit of the organization. Identifies the main channels of communication with the consumer, advantages and problems of development of the organization in the market of construction products from recycled wood, the main factors that affect the steady position of the organization in a particular regional market. Based on the analysis of the competitive environment, the group index of the organization's competitiveness is calculated. For successful development and adjustment of the development strategy, a systematic audit of marketing activities and analysis of the current state of interaction with customers and forecasting of its development are necessary. The article defines the possible economic impact of industrial enterprises on the basis of target analysis of exogenous and endogenous parameters of development of the organization, influencing economic efficiency, growth opportunities, market share, creating a positive image of the organization and customer loyalty. The increase in the relative market share of the organization indicates the ability of the organization to offer customers a higher consumer value compared to other marketing entities, including due to the advantages of omni-channel marketing, and in the long term to ensure the desired level of return on investment and growth rates of the company. A decrease in the organization's market share is an extremely negative signal, as it means strengthening the competitor's position. Improving the effectiveness of marketing activities in a particular regional market is possible only if the elements of strategy and tactics are thoroughly detailed in relation to individual market segments.