MARKETING STRATEGY OF ENTERPRISE POSITIONING IN THE MARKET OF LOGISTIC SERVICES

Mykhailo Sahaidak,Inta Kotane,Marina Zavyalova

doi:10.23856/2412

Abstract

The article analyzes the tendencies of development of the Ukrainian market of logistic services, in particular the segment of postal logistics, courier activity and express delivery. As a result of the study, a number of factors that have the most significant impact on the activities of domestic and foreign logistic operators in the Ukrainian market of logistics services were identified and analyzed. In the article the positioning tools of the leading operators of postal logistics and express delivery in the minds of the consumer of logistic services are structured. The proposed approach allowed to identify key competitive advantages and develop a marketing strategy for positioning of postal and logistic operators in the Ukrainian logistics market

Highlights

According to experts, the current state of the domestic market of logistics can be determined in two ways, since 37% of industry experts believe that the logistics market in Ukraine is in a state of stagnation, and 34% - that the market has passed the stage of formation and is developing dynamically, especially the market of cargo transportation and the market postal logistics and express delivery (Grigorak, 2017)
The obtained results of the study allowed to propose the positioning technology of postal and logistic operators in the market of logistic services of Ukraine, which provides for the following actions: definition of the set of competitive advantages by which an enterprise can identify its own logistic services; selection of the most significant competitive advantages; notification of interested market players about the competitive characteristics of the offered services and principles of serving customers as partners
An important moment in the formation of a marketing strategy for market positioning of a postal-logistics operator is to determine its position on the market and to detail the strategy of strategic alternatives

Summary

Introduction

Possibilities of positioning services of postal-logistic operators differ and include: positioning on the basis of emotional values (LLC "Nova Poshta", DHL Company); positioning on the basis of "price / quality" (PJSC "Ukrposhta", LLC "In-Time"); positioning on the basis of the use of affiliation with the international corporation, taking into account the experience of world corporations-consumers of services, competitors and the class of services (DHL, LLC "Meest Express"). The commercial non-state company Nova Poshta Ltd is developing dynamically, as demonstrated by the growth rates of its market share This company positions itself as a modern postal and express carrier, providing convenient and necessary service for safe and easy shipments of goods, offering customers "ready-to-use logistics". The use of modern IT technologies and effective marketing management of the company allowed it to fix in the B2C market, to actively work in the e-commerce segment and to strengthen its position in the B2B segment by expanding its client base

National postal operator of Ukraine

Findings

Conclusions