ASSESSMENT OF THE FACTORS OF MICRO- AND MACRO-MARKETING ENVIRONMENT OF THE FIRM ACTIVITY IN THE MARKET

Abstract

Purpose. The aim of the article is to offer a method of estimating the factors of micro- and macro-marketing environment, which will allow identifying potentially profitable markets of the world. Methodology of research. Theoretical analysis of concepts and principles is carried out on the basis of using general scientific methods. The main tools of practical research are based on the use of matrix methods that allow systematizing the results and presenting them in tabular form, which facilitates the implementation of comparative analysis. Certain mathematical dependences, namely the formula of the geometric mean, are used to determine the weighted values of the factors of micro- and macro-marketing environment. This uses two approaches, one of which allows you to take into account all the factors at once, and the other involves the compensation of lower values of higher values. Findings. Factors of macro- and micro-marketing environment are singled out. Among the main macro-factors are identified political-legal, economic, demographic, technical-technological and cultural. At the micro level, the key role for the company’s activities in the international market is played by such marketing factors as: competitors, consumers, intermediaries and others. A toolkit for assessing the factors of the micro- and macro-marketing environment is proposed, which allows identifying markets, attractive activities and development. Originality. An evaluation method was developed that allows taking into account not only quantitative but also qualitative factors in the analysis. An element of scientific novelty is the application of the matrix method to the analysis of factors of the micro- and macro-economic environment, which ultimately allows determining the country’s market, which has the most favourable environment for functioning. Practical value. Practical significance determines the universality of the proposed method, which can be used for any group of factors, regardless of the classification criteria, and the method of presenting the results in a convenient form – in the form of a matrix – significantly optimizes and facilitates comparative analysis and allows to determine country and market for exit, which have the most favourable conditions for activity and development. Key words: micro-marketing environment, macro-marketing environment, factors, competition, consumers, market, intermediaries.