Methodology for ensuring the formation of marketing strategy of enterprise development

Abstract

Introduction. Market conditions pose new problems for economic entities. Currently, Ukrainian enterprises develop a plan of their market activity on the long and short term scopes on their own, meaning that all the enterprises independently choose the raw materials suppliers, range and volume of production, consumers, profits range, and the order of profits distribution. Therefore, the important part in the activities of an enterprise is the development and the implementation of the enterprise strategy. The purpose of the paper is to increase the theoretical and methodological basis for the formation of marketing strategy for enterprise development. Results. The article analyzes the issues during the formation of marketing strategy for enterprise development, where it can be used for the decision-making on the resources distribution with a goal to achieve the competitive advantages in selected product markets. Enterprises should have a system of constant discussion and reviewing of their own general objectives, but should avoid the frequent and significant changes in the main field of their activities. The process of selection and substantiation for the formation of marketing strategy for the enterprises was studied; which resulted in developing the following stages: evaluation of the existing strategy, formation of the basic strategy, market analysis, choice of strategic alternatives. The principle of choosing the most efficient marketing strategies is to use the different methods, namely: field tests, mathematical analysis, simulation. Conclusion. It is very important to choose the right marketing strategy, which will choose the main focal point in the enterprise development in today's economic system. Each strategy is characterized by consistency, execution time and efficiency in order to achieve the goals of the enterprise. The analysis of the modern methodological base gives us the chance to offer efficient methods for formation of marketing strategy for enterprise growth. Thus, the purpose of the process of selection and justification of the strategy of marketing-oriented enterprises development is to achieve the competitive advantages which will provide the company with the high profitability and the long-term operation potential in today's market conditions.