СТРАТЕГІЧНИЙ АНАЛІЗ МАРКЕТИНГОВОГО СЕРЕДОВИЩА ПРОМИСЛОВОГО ПІДПРИЄМСТВА

Abstract

The article examines the role of strategic analysis of the marketing environment of an industrial enterprise using the example of a leading agricultural machinery company in Ukraine. It has been proven that in the process of justifying strategic marketing decisions, the importance of conducting a qualitative analysis of the marketing environment of an industrial enterprise and evaluating their condition in target markets increases. The article deals with strategic planning methods such as SWOT- and PEST-analysis intended for the analysis of external and internal environment. In conditions of a highly competitive market, the marketing environment of an industrial enterprise is both the object of research and one of the most important aspects of its activities. Each enterprise must monitor constant changes in the environment and adapt to them. The analysis of external and internal factors affecting the enterprise showed that the enterprise is in a difficult economic situation. As a result of the analysis, the following opportunities for the enterprise were identified: entering new sales markets, implementing state support programs for agricultural producers, establishing its own representations in various regions of Ukraine, and developing IT technologies in sales. The threats identified include further escalation of hostilities in Ukraine, strong competitors in European countries, and rising gas and energy prices. The results of such analysis form the basis for making important management decisions regarding the identification of priority areas for the development of an industrial enterprise, the development of its effective marketing strategy, the establishment of an optimal pricing strategy, the determination of target audience and channels for promoting products or services, as well as identifying opportunities for innovation and improving the effectiveness of marketing efforts. Thus, in the process of substantiating strategic marketing decisions, the importance of conducting quality marketing analysis and assessing their condition in target markets increases. By considering the capabilities of an industrial enterprise, its strengths and weaknesses, conducting an analysis of threats emanating from the external environment, it is possible to determine the optimal development strategy for the enterprise. In our opinion, the most effective strategy for the enterprise will be a combined strategy aimed at maintaining competitive advantages and envisaged deeper penetration into new markets.