Modelling of strategic managerial decisions in the system of marketing logistics of enterprise

Oleksandr Velychko,Liudmyla Velychko,Mykola Butko,Svitlana Khalatur

doi:10.21511/im.15(2).2019.05

Abstract

Integrated decisions in the system of the marketing logistics are the main resource for providing the efficient management of the value chain. Moreover, there is not a sufficient number of methodological approaches, which could use in complex the principles of the integrated modelling of decisions in the operational systems “procurement marketing – supply logistics” and “sales marketing – distribution logistics”. Considering that fact, the methodology of selecting strategic alternatives based on the integrated modeling in separate marketing logistics chains and in stage-by-stage formation of the supply chain participants has been developed in the article. The research is based on the application of the AHP method and the method of planning “dual sourcing” (70/30) for grounding the selection of the supply strategy at the market of material resources; methods of optimal planning according to Bayes criterion, linear programming and logistics modelling – for grounding the selection of the managerial decisions on the strategy of distributing the ready produce. The research covers, firstly, grounding the essence of the marketing logistics through the systemic approach to identification of its main and servicing business processes; secondly, improvement in the process of planning decisions in the procurement marketing system by adding the procedure of the logistical selection of the hierarchical estimation with a different degree of advantages in alternative supply strategies; thirdly, formation of the cascade integrated approach toward selection of the alternative distribution channels for the finished produce by estimating the complex marketing effect and application of the logistical model of optimal distribution.

Highlights

In the system of the logistical management of the material flows, the marketing works both in the direction of sales and purchasing
The model is focused on the stratbased on the integrated modelling both in the egy of “dual sourcing”, when one of the suppliseparate marketing logistics chain and in general ers meets approximately 70% of the customer’s planning of its business processes
The middle level is represented by the acceptable choice. It is focused on the advantage by the el in the system of the marketing logistics is not weighted estimate by the importance of the crite- limited by grounding the selection of the suppliria, expert estimate

Summary

INTRODUCTION

In the system of the logistical management of the material flows, the marketing works both in the direction of sales and purchasing. There is not a sufficient number of meth- evaluation can vary significantly These odological approaches, which could apply in com- flaws of the existing methodology testify to the plex the principle of the modelling toward the gen- need for widening the alternative selection dureral system of the marketing logistics, as well as to ing the pairwise evaluation of the criteria. It will certain interconnected elements of such a system.

METHODOLOGY

RESULTS

Findings

CONCLUSION