LOGISTICAL MODELS OF COMPETITIVE DEVELOPMENT IN CONDITIONS OF THE DIGITAL TRANSFORMATION IN PRODUCTION AND MARKETING BUSINESS PROCESSES

Abstract

Contemporary operational management is focused on rational organization of business processes in combination with a high level of efficiency for satisfying demands of customers. Manufacturing and marketing represent one of the main operational processes which at the same time act as essential centers of costs and profits at an enterprise. Efficient modeling of development in such business processes can be achieved by modern methods of rationalistic logistics. However one of the actual issues remains unsolved — the optimal combination of such methods with the focus on current purposes of business, strategy, market situation, development of the field and so on. Considering the above, the article grounds the formation of the alternative complex of rationalistic logistics methods which can provide efficient planning of the competitive development in manufacturing and marketing operational processes in the system of managing an enterprise. The materials for the research included data of the operational activity of business entities, which work on the Ukrainian market of building materials. The process of the research included the application of such special methods as graphic design, logistical modeling, SРАСЕ-analysis, matrix methods and so on. Each of the stages was focused on solving local tasks, which in the complex made possible to showcase the efficacy of applying the integrated packet of logistical models. In particular the research represented firstly, the application of the method of econometric modeling as one of the ways of rationalistic logistics; secondly, usage of the logistical model of profiling for comparing the achieved level of an enterprise with current market demands for organizing business-processes; thirdly, to carry out logistical modeling of the competitive development of the organization based on SРАСЕ-analysis; fourthly, to draw up the logistical model of strategic development in manufacturing and marketing business processes based on the matrix BCG. According to the results of the research, the integrated complex of logistical models of competitive development in manufacturing and marketing business processes in operational management at enterprises have been suggested. The practical value of the research can be found in the development of various possibilities for the business in implementing the integrated packet of logistical modeling. The results of the research can be used in strategic planning of the operational activity at modern enterprises.