COMPLEX USE OF THE LATEST MARKETING RESEARCH METHODS IN THE MARKETING ACTIVITIES SYSTEM OF FOOD INDUSTRY ENTERPRISES

Abstract

For effective development, it is necessary to have information about the marketing environment. This will reduce risks and make marketing decisions more substantiated. For this purpose, experts use modern methods of marketing research. Based on the attitude to the marketing environment, the existing methods are classified in the article by levels: macroenvironment, microenvironment and the internal environment of the enterprise. Emphasis is put on the need to use modern methods implementing Internet technologies. The dynamics and state of the marketing research in Ukraine are studied. The market for marketing research is changing and the events of 2020 have significantly accelerated these changes. Most marketing researches examine the external microenvironment of enterprises, while the study of macroenvironmental factors is not given much attention. Nowadays, the food industry is the most dynamic in its development in Ukraine. There is significant competition in the market, which forces companies to improve constantly their products and methods of activity, which is impossible without the help of the latest methods of marketing research. According to the results of the analysis of marketing research modern methods, the algorithm of complex research for the enterprises of food industry is offered. Based on this algorithm, a comprehensive marketing study of “ARGO LTD” Ltd activities is provided. It is offered to apply PESTEL and SWOT analysis as the basic research methods of macroenvironment factors at the given enterprise, to investigate a commodity portfolio by means of matrix methods, to analyze consumer behavior, etc. The performed marketing research of “ARGO LTD” Ltd made it possible to determine the priority directions of further development of the enterprise, to set long-term, medium-term and short-term goals. Keywords: marketing activities, market, marketing research, macroenvironment, microenvironment, qualitative research, quantitative research, consumers.