ЕТАПИ ФОРМУВАННЯ МАРКЕТИНГОВОЇ СТРАТЕГІЇ ПІДПРИЄМСТВА

Abstract

The market economy of the country, in particular the marketing activity active in it, is inextricably linked with the needs of the consumer, who in turn has his own requests for the quality, quantity, range of final products, as well as for the terms of their delivery. Thus, under the influence of consumer requests, market segments are distributed among producers. There is constant fierce competition on the market for one or another group of consumers. Market mechanisms in the form of demand, supply, and prices keep manufacturers in a constant state of tension, forcing them to throw forces and resources into monitoring the tastes and capabilities of potential consumers in order to identify requests on the basis of which the further production process will proceed. Therefore, the importance of developing a marketing strategy for each organization is increasing. Marketing is an integral element of strategic enterprise management. Thanks to marketing methods and market regulation, it is possible to predict the reaction of the market, at a certain moment to adjust the plan of action and ensure the stability of the enterprise in the competitive market. Marketing is one of the ways of survival of any enterprise in the modern competitive market. For a successful and stable business, the management of the company needs to use a number of strategies, one of which should be a marketing strategy. Its development requires careful analysis, sequence of actions, reasonableness and accounting of all necessary elements. Overlooking something important in the strategy will inevitably lead to a decrease in competitiveness. When developing the marketing strategy of the organization, it is necessary to provide it with characteristics that will contribute to the adaptation of the organization to the external environment. When developing a marketing strategy, you need to apply a situational approach, i.e. compare several scenarios of marketing activity with a detailed description of marketing policies, with an economic evaluation of the company's work, with sales forecasts and assess risks, choose the most appropriate marketing strategy. In order to maintain and strengthen the position of the leader in the changing market, it is necessary to constantly monitor changes in the marketing activities of the enterprise. Successful marketing activity depends on correctly set, clearly formulated and achieved goals.