Abstract
The paper discusses the essence, and information and methodological support of marketing analysis. We present a method of marketing analysis in accordance with the stages of the product life cycle. Practical application of the marketing analysis methodology using the methods of strategic analysis of matrix and situational modeling is provided.
Highlights
The modern period of economic relations development is characterized by a rapid change in economic conditions with the constant penetration of new goods into the market and an improvement in the quality of products and services
Traditional accounting does not enable to provide information with the degree of detail required, that is in the context of business processes and operations, business segments, types and groups of products
The historical nature of the information supplied by traditional accounting does not meet the needs of operational management, and does not provide a full-fledged basis for strategic planning, either
Summary
The modern period of economic relations development is characterized by a rapid change in economic conditions with the constant penetration of new goods into the market and an improvement in the quality of products and services. This results in establishing new business conditions and significant changes in the field of management. The historical (retrospective) nature of the information supplied by traditional accounting does not meet the needs of operational management, and does not provide a full-fledged basis for strategic planning, either. Similar objectives are assigned to management accounting and analysis, which do cover all the elements of enterprise management, and take into account the influence of external factors that have a direct impact on the financial and economic activities of the organization
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