МАРКЕТИНГОВИЙ АНАЛІЗ КОН’ЮНКТУРИ РИНКУ ЕЛЕКТРОТЕХНІЧНОЇ ПРОДУКЦІЇ

Abstract

Purpose is to study the problem of efficiency of electrical enterprises by conducting a marketing analysis of the market of electrical products. Methodology. A set of theoretical and empirical methods of scientific cognition was used to solve the set tasks: analysis and transformation, diagnostic, deduction and analogy, statistical methods of comparative analysis, synthesis, graphic image. The information and empirical base is the data of the State Statistics Service of Ukraine, reports of the leading enterprises of Ukraine, materials of monographic researches of domestic and foreign scientists, Internet resources. Findings. The dynamics of the output of electrical products in 2018 shows that there is a slow growth in the production of electrical products, and the level of production in 2016 is not even 50% reached. The most needed in the market of electrical products are products for electricity consumption, which is important for the study of the marketing environment. The domestic market of lighting products shows a growing trend, in 2018 sold LED products worth 123 million euros, which was 47% of total production of lighting products. The economic crisis has somewhat destabilized the lighting market and reduced the growth rate of sales, but did not significantly affect the market of LED light sources. Originality. The modern domestic lighting market is focused on innovative products and energy-saving technologies, which in the structure of lighting sources occupy 75% of total sales. In the forecast period (2021–2023), the predominance of energy-saving technologies in the structure of sales will be observed, which is due to a significant rise in energy prices. Practical value. The study will allow domestic manu- facturers of lighting products in order to maintain their own position in the market, it is necessary to take active meas- ures to form and improve their own image. Сonclusions. The key potential opportunities for lighting companies are: the formation of mutually beneficial partnerships and business relationships in domestic and international markets through the formation of integration associations, which will form a strategy of attractive prices; opportunity to expand the range of products and services on the market, intensify marketing activities, improve the quality of management, use resources more efficiently, compete successfully with foreign companies.