Methodology for the formation of indicators balanced system for marketing activities of an industrial enterprise

Abstract

The article presents a methodology for the formation of BSC, which is presented as a tool for strategic and operational management of marketing activities. An industrial enterprise with a large number of competitors and retaining leadership positions was chosen as the object of research. The main purpose of this article is to evaluate marketing activities. An analysis of relations with customers, sales organizations, agents, dealers, subcontractors, commercial intermediaries of subsidiaries, and representative offices was carried out. The main activity of the enterprise is: production of precast concrete for brick and partial construction; production of precast concrete for panel housing series 111.97; construction and sale of housing (primary housing in brick or panel construction); production and laying of “pavers”. Strategic goals were set based on key factors and proposed options for their achievement, as a result of which the company will be able to grow in terms of marketing management. This topic is relevant for this enterprise.