Маркетингова стратегія підприємств молочної галузі: сутність поняття та особливості формування

Abstract

The article considers the concept of «marketing strategy» based on the analysis of scientific approaches of economists, both domestic and foreign. The lack of a unified interpretation of the "marketing strategy" was established. On the basis of the analyzed interpretations the own definition is formed. The article examines the essential characteristics of the concept of "marketing strategy" of the enterprise and summarizes the main aspects. It is determined that the marketing strategy of the enterprise is a general philosophy of doing business in the context of globalization, and it takes into account the long-term perspective and contributes to the formation of effective competitive advantages. The key role of marketing strategy as the main element of the management system is substantiated. It is summarized that the marketing strategy provides coordination and combination of goals and resources of the enterprise to obtain long-term competitive advantage. The article contains theoretical views on the formation of marketing development strategy, based on which the features of the marketing strategy of dairy enterprises are analyzed and the appropriate procedure for forming strategy data at dairy enterprises is developed, taking into account relevant determinants and their impact. It is established that the development of marketing strategy should be based on the combination and coordination of strategic goals and objectives of the enterprise at all stages of its activities. Analytical-expert and matrix methods of analysis of the marketing medium of dairy enterprises (external and internal) are singled out. The factors and principles which are taken into account when developing the marketing strategy of the enterprise are determined. Attention is focused on the purpose of marketing strategy. Also, classification of marketing strategies on different signs is presented. A number of problems faced by the dairy industry in the process of developing and implementing marketing strategies are highlighted.