IMPROVEMENT OF TYPICAL MARKETING STRATEGIES OF ENTERPRISES

Abstract

Modern business conditions in Russia are steadily pushing commercial organizations to improve all their business processes, not only in operational, but also in strategic directions, which serves goals related to increasing their competitiveness and further, at least survival, and at most development. Here the main role is played by strategic marketing, which, as an effective tool proven in practice, is able, with its proper development and implementation, to effectively contribute to the organization in achieving the most ambitious goals.
 The purpose of the study: to develop recommendations to improve the effectiveness of the firm’s marketing strategies based on an analysis of the advantages and disadvantages of existing marketing strategies.
 Materials and methods: The methodological basis of this study is the concept of a complex of 4P marketing, covering the main tools that allow the company to manage relations with consumers. Although there are currently a number of other approaches to forming a marketing complex [18], we use the classic version of the 4P, since it is the most common and well proven in practice. This concept of the marketing complex allowed us to structure the existing marketing strategies of the company taking into account the management of which variable of the marketing complex they are focused on.
 Results: developed and made recommendations for improving the efficiency of strategic marketing processes, as well as improving standard marketing strategies.
 Practical implications the main results of the conducted work in terms of researching trends, identifying problems and prospects in the activities of the organization, are of great practical interest to the management of the organization, as developed recommendations and suggestions can be fully used in its work.