МЕТОДОЛОГІЧНЕ ЗАБЕЗПЕЧЕННЯ СТРАТЕГІЧНОГО УПРАВЛІННЯ РОЗВИТКОМ МАРКЕТИНГОВОЇ ДІЯЛЬНОСТІ ПІДПРИЄМСТВА

Abstract

The article covers the concept of "strategic management of marketing activities", clarifies the principles of strategic management, considers the essence of a proactive approach. It is noted that the main purpose of the marketing strategy is to align the marketing goals of the enterprise with its capabilities, consumer requirements, to use the weak positions of competitors and their competitive advantages. Emphasis is placed on the fact that the success of achieving the strategy depends on both the current strategy and its effective implementation. The evaluation of the strategy implementation should be based on the parameters determined at the diagnostic stage, and should consist in their analysis and comparison with the forecast indicators that characterize the most desirable state of the system for the target period. The following areas of improvement of the process of strategic management of marketing development are identified: the first is a complete overhaul of the strategic management system, the second is the focus on certain types of marketing system, and the third is the use of marketing management to more effectively plan, organize and control over the implementation of strategic marketing decisions. Enterprises are invited to take the following measures to improve the system of strategic management of marketing activities: use the management system of range and quality of goods or services; to control the compliance of the range with the needs of consumers through feedback; in the pricing policy to take into account the performance of competitors. Particular attention needs to be paid to the coordination of control activities, the establishment of the procedure for making changes in the process of implementing the planned work in the framework of the strategy. The management of organizations should approve a clear division of tasks between structural units for control and coordination, the appropriate procedure and procedures for control, methods and procedures for obtaining information on stages of control, the procedure for communicating control and analysis to performers, methods and sequence of adjustment strategies.