ОСНОВНІ ПІДХОДИ ДО РОЗРОБКИ МАРКЕТИНГОВОЇ СТРАТЕГІЇ ПІДПРИЄМСТВА

Abstract

In article the main approaches to development of the marketing business strategy of the enterprise are considered. The first approach is guided by behavior of the consumer (client), development of the marketing strategy directed to the maximum satisfaction of requirements and desires of the consumer is result of use of such approach. The second approach is guided by behavior of the competitor, development of the marketing strategy directed to creation of production different from production of the competitor, and formation of demand at consumers for such production is result of such approach. It is defined that the main destination of marketing in general and marketing strategy in particular is increase in sales volumes of production of the enterprise and, respectively, income for rather long period. In this regard, it is investigated that the efficiency of use of this or that approach to development of marketing strategy of the enterprise will depend on scales of activity of the enterprise and its competitive position in branch. So for achievement of a main objective of marketing activity large and average the enterprises it is more preferable to be guided by behavior of competitors, small – by behavior of consumers. As for a competitive position in branch, for leaders, applicants and followers application of the approach focused on competitors is characteristic of beginners – the approach focused on the consumer.