РОЗРОБЛЕННЯ МАРКЕТИНГОВИХ КОНКУРЕНТНИХ СТРАТЕГІЙ ПІДПРИЄМСТВ

Abstract

The article substantiates the theoretical and methodological approaches to the choice of marketing competitive strategies of enterprises and presents areas for their improvement. The peculiarities of marketing strategies, their tasks and principles of formation are highlighted. The algorithm of formation of marketing strategy of the enterprise on the basis of the structural and logical scheme and an estimation of competitive positions of the enterprise is offered. On the basis of the conducted research the grouping of marketing competitive strategies on the level of influence on competitive advantages of the enterprise is carried out. It is established that when choosing a marketing strategy it is necessary to focus on the goals, the main features of the marketing strategy, such as: long-term orientation; based on the results of strategic marketing analysis; a certain subordination in the hierarchy of enterprise strategies; defined market orientation (in relation to consumers and competitors). It is highlighted that in the process of substantiation and development of marketing strategies, depending on the type of enterprise development, three interrelated tasks are solved: * development of a set of marketing activities; * adaptation of the enterprise to changes in the external environment; * ensuring the adequacy of the company's marketing policy to the changing needs of customers. Subject to the gradual development of marketing strategy, based on the proposed structural and logical scheme and assessment of the competitive position of the enterprise should take into account both its existing and potential customers and competitors. The company needs to constantly analyze competitors and develop competitive marketing strategies that will provide it with effective positioning in relation to competitors and provide the maximum possible competitive advantage. The competitor-oriented approach is based on the strategy and tactics of counteracting competitors. Within this approach, two ways to achieve competitive advantage can be used: cost leadership and a set of actions to degrade the quality of the competitive environment. The main method of achieving competitive advantage, which is used within the consumer-oriented approach, is product differentiation. The tool of differentiation is positioning, which is carried out primarily through a set of marketing communications and promotion strategies.