Контент-анализ, основные вехи и подходы геомаркетинга в системе рыночного стратегического планирования

Abstract

The article presents the results of a study of strategic business planning (a compromise between resource capabilities and competencies and skills of strategy implementation) in modern conditions of economic development. Strategic planning is understood as long-term planning with elements of foresight for building a system of partnerships for the future development of the company. The classical stages of the formation of strategic planning are generalized (budgeting and control - analysis of external conditions; long-term planning - extrapolation of business trends; strategic planning - the focus of scientific attention is shifted to the internal environment of the organization; strategic market management - ignoring external and internal criteria), the focus of scientific attention is in the area of strategic marketing analysis and the peculiarities of the application of its methodology and tools in business planning (policy, strategy, tactics, operational control). The current problems of entering the market have been systematized, including: a high level of business competition, a large number of homogeneous companies offering an approximately similar / homogeneous list of goods / services, practically no barriers to entry into the market, the effective implementation of which requires a reasonable choice of sustainable strategies and a scientific approach to determine the optimal place of sale. Geomarketing is a special element in the implementation of competitive strategies, as a tool for flexible response, integration into the system of strategic planning and improvement of marketing approaches and theories. There have been generalized the marketing theories (spatial, neoclassical) and indicated geomarketing milestones (natural trade near major roads and places of residence of people; development of production processes and complication of partnerships; focus on the accumulation and number of customers, traffic; development of urban agglomerations, landmark on developed infrastructure).