scholarly journals MARKETING APPROACH TO THE FORMATION OF MANAGEMENT SYSTEM FOR ENTERPRISE STRATEGIC DEVELOPMENT IN THE CONTEXT OF GLOBALISATION

2021 ◽  
Vol 1 ◽  
pp. 186-196
Author(s):  
Anna Shevchenko ◽  
Olena Borysenko
Keyword(s):  
Marketing Strategy ◽  
Management System ◽  
Strategic Development ◽  
Internal Resources ◽  
Economic Entity ◽  
Factors Influencing ◽  
Course Of Action ◽  
Marketing Activities ◽  
Target Consumer ◽  
Marketing Approach

In the context of global consumer and financial market formation, international economic institutions, taking into account special aspects of the present stage in economic development in Ukraine, it becomes necessary to focus enterprises on their own goods competitiveness not only in the domestic, but, moreover, at the foreign markets. In order to achieve objectives in view the enterprise should make maximum use of its internal resources, explore the market environment, predict its development and demands, using all tools of the strategic marketing. Special attention should be paid to the development of marketing strategies since they determine the enterprise course of action and they are aimed at achieving stated targets. Marketing strategy formation is one the most important and essential marketing stages at the enterprise. Marketing strategy is one of the main long-term plans of the enterprise marketing activity, aimed at choosing target consumer segments. It combines elements of marketing complex, basing on which the enterprise creates its effective marketing events targeted to the marketing goals achieving. Successfully chosen and effectively implemented strategy provides enterprise the opportunity to gain competitive advantage not only in the domestic market, but additionally meet demands of international consumers. Based on research of the issue the article highlights the main features of the management system in the strategic development of marketing strategy at the enterprise. The article substantiates the necessity of using marketing approach to the management of enterprises and the finding the new ways in the formation of appropriate organisational structures. Marketing approach to the management of enterprise characterises it as a complex system that allows to link the capabilities of this economic entity with the needs of the market and gain advantages over competitors. It was defined the main factors influencing the organisation of marketing activities of enterprises (external and internal) and factors influencing the behaviour of their end users (social, informational and consumer attitudes).

scholarly journals Directions for Improving Marketing Strategy

2019 ◽  
pp. 160-175
Author(s):  
Tetiana Fasolko ◽  
Petro Semyanchuk
Keyword(s):  
Marketing Strategy ◽  
Complete Information ◽  
Professional Organization ◽  
Business Units ◽  
Economic Entity ◽  
Consumer Surveys ◽  
Marketing Activities ◽  
Quality Of Products ◽  
And Control

Marketing is the current, tactical and strategic actions of an enterprise in the field of commodity production and organizational and marketing components of the activity of an economic entity in order to study and meet the needs of consumers, retain existing ones and enter new markets. Marketing activities are based on such sequential causes and effects as: need, shortage, want, demand, price, product, supply. These seven core categories underpin the development of current, tactical and strategic marketing goals and activities by the business entity. Each business in its activities should rely on market research by direct consumer surveys, study and analysis of the structural dynamics of its sales for short and long periods, observing the product and marketing policies of competitors. Correct and complete information gives greater opportunities for successful marketing and management. An important aspect in achieving marketing goals and objectives should be the ability to combine collaboration between all business units. Proper and professional organization, coordination, motivation and control are the key to avoiding conflicts within the team, improving productivity, developing effective and realistic product and marketing plans for the short, medium and long term. Marketing strategy is an important and integral component of the business entity's activity, guided by long-term goals and plans, aimed at ensuring the continuous creation of tangible and intangible benefits with elements of periodic updating and rotation in order to maximize the needs of existing and potential customers. The article explains the basic aspects of the essence of marketing under market conditions. We propose our own approach to interpreting the concepts of «marketing» and «marketing strategy». Features of management of marketing activity at the enterprise are revealed. Step-by-step approaches to the concept of enterprise marketing management are detailed. The essence and characterization of types of marketing strategy of the enterprise are substantiated. The advantages of improving the quality of products in the context of improving economic performance and strengthening the level of competitiveness of the enterprise are outlined. Ways to improve the marketing strategy are added, which together with the existing ones can become the basis for defining the goals, principles, tools of marketing and marketing policy of the business entity.

scholarly journals Complex systems of management of marketing activity of meat farming enterprises

2018 ◽  
pp. 67-77
Author(s):  
S. Shupyk
Keyword(s):  
Supply Chain ◽  
Marketing Strategy ◽  
Market Orientation ◽  
Management System ◽  
External Environment ◽  
Marketing Management ◽  
Management Process ◽  
Marketing Activity ◽  
Marketing Activities ◽  
The Creation

The components of marketing management are systematized and definitions of th econcept of marketing management in the Ukrainian and foreign scientific literature are generalized. The components of marketing management at three levels of the organization a structure represented. The components of the marketing management process are presented: the mission of the enter prise; establishment of marketing objectives; collection, analysis and processing ofi nformation for the purpose of analyzing market opportunities (4C: company, context, client, competitors); identification of strengths and weaknesses, opportunities and threats enterprise; development of marketing strategy; realization of marketing strategy; periodic monitoring of marketing efforts and making necessary changes; development of strategic marketing programs for specific situations, assessment of marketing performance and staff motivation. Most marketing professionals consider managing a marketing process at three levels of organizational structure: on a corporate, business unit and functional and core activities –analysis, planning, implementation, and control. The process of marketing management is to implement functions, each of which is a set of analytical and appraisal tasks and strategic, tactical planning. When introducing marketing in to the enterprise management system, it is necessary to ensure the creation of marketing services with such functions as, studying markets, determining the market capacity, identifying buyers requirements for the product, ensuring product competitiveness, organizing product promotion on the market, for ming supply chain for high value added products, the processing of by-products and waste products. In order to ensure the high performance of the marketing unit at the enterprise it is expedient to form close relationships with other management departments and orient the management system to meet the needs of consumers in quality, price and other consumer properties. Features of the environment of functioning of domestic producers of poultry meat characterized by a high level of monopolization, increased uncertainty as factors of the internal and external environment of the supply chain, stable dynamics of growth in production volumes are considered. This situation is conditioned by the peculiarity of meat poultry farming, where the peculiarity of the technological process determines the rapid return on invested capital and the high investment attractiveness of the industry, which resulted in the construction of innovative poultry farms, mostly of a vertically integrated type. It was established that the basis for the creation of specialized divisions in the field of marketing were sales and supply departments, which in previous years functioned at these enter prises and performed a wide range of functions, including analytical ones. The basic requirements, which are presented to the structure of management of marketing activity are systematized: flexibility, efficiency, optimality, efficiency, reliability, stability. The structure of management of marketing activities of thee nterpriseis, in the most general form, the subordination of managerial links between objects and management entities, which characterizes the information communications of units that have hierarchical subordination and are endowed with certa in rights and responsibilities. In order to improve the management process of marketing activities of meat poultry enterprises, the flexible orientation of the final results of their activities to the requirements of consumers, approaches to assess the effectiveness of marketing activities areproposed. Effectiveness of the management process of the enterprise should be conducted on the basis of assessment of the factors of market orientation of the highest level of management of the enterprise, market orientation of staff, the establishment of interaction between staff and senior management, the level of openness of the external environment of the management system.The main factors restraining the management of the company in full implementation of the principles of the modern marketing concept are systematized, namely: a narrow unde rstanding of the essence of marketing, monopolization of the market, the lack of qualified specialists in the field of marketing, lack of financing of marketing activities. Key words: marketing management, marketing activity management system, marketing structure, meat poultry enterprises.

Strategi Pemasaran Industri Rumah Tangga Arang Tempurung Kelapa (Studi Kasus Pada Industri Rumah Tangga Bapak Abdul Razak Di Cimanggis, Ciputat, Tangerang Selatan)

2018 ◽  
Vol 1 (1) ◽  
pp. 67-73
Author(s):  
Zelivieska Bintang Maharani ◽  
Ratna Pratiwi ◽  
Qory Anissa ◽  
Dwi Ratnasari ◽  
Sugeng Waluyo ◽  
...  
Keyword(s):  
Marketing Strategy ◽  
Word Of Mouth ◽  
Marketing Strategies ◽  
Technology Utilization ◽  
Marketing Activities ◽  
Home Industries ◽  
Industrial Strength

In South Tangerang city, there are many home industries producing charcoal shell. One of the industry is practiced by Mr. Abdul Razak in Ciputat District. According to some studies, in general the home industry is facing many problems, one of which is a weak in marketing strategy. Based the information, this article reports the marketing strategies implemented by the industry. With SWOT approach, we informed that the position of industrial strength lies in good relationships with suppliers. And the weakness is that the marketing activities carried out only through word of mouth. We recommend that the industry need to consider the using of banners or internet-based technology utilization for the marketing strategies.

Conceptualising the Benefit Framework of an Enterprise Content Management System (ECMS)

2018 ◽  
Vol 15 (2) ◽  
pp. 17
Author(s):  
Mohamad Rahimi Mohamad Rosman ◽  
Mohammad Azhan Abdul Aziz
Keyword(s):  
Management System ◽  
Content Management ◽  
Extensive Review ◽  
Content Management System ◽  
Field Of Study ◽  
Factors Influencing ◽  
Digital Format ◽  
Enterprise Content Management ◽  
The Subject

Content management is an organisational effort of managing content, particularly in digital format. Although it has been over 25 years since content management was introduced, this field of study is still considered an emerging topic with unresolved issues-in particular, the subject of benefit achievement. Therefore, grounded on an extensive review of 135 articles, the purpose of this study is to investigate the benefits that organisations can gain through the proper use of an Enterprise Content Management System (ECMS). Subsequently, this paper identifies a list of ECMS benefits and proposes an ECMS benefit framework for further exploration into this field. Our result shows that although ECMS does bring benefits to organisations, these benefits are diverse; indicating that there are certain determinants or factors influencing the achievement of such benefits. Moreover, it is also found that in the context of the benefit framework of Shang and Seddon [10], three categories were found relevant to the field of content management: operational benefit, managerial benefit, and strategic benefit.

ON THE ANALYSIS AND EVALUATION OF THE FINANCIAL ACTIVITIES OF AN ENTERPRISE IN THE TOKTOGUL REGION OF KYRGYZSTAN IN ACCORDANCE WITH INTERNATIONAL STANDARDS

2020 ◽  
Vol 2 (10) ◽  
pp. 77-79
Author(s):  
M. U. USUPOV ◽  
Keyword(s):  
Management System ◽  
Production Management ◽  
Organizational Structures ◽  
International Standards ◽  
Analysis And Evaluation ◽  
Financial Condition ◽  
Economic Entity ◽  
Production Management System ◽  
Provision Of Services

The article discusses the issues of improving the management of the financial condition of the economic entity, which change due to variable conditions of formation in organizational structures at the levels of levels, the production management system, the provision of services and the distribution of the company's profit. Such a management system can significantly affect the performance of the firm and accelerate the transition to international standards.

INTERNAL CONTROL AT A MODERN ENTERPRISE

2020 ◽  
Author(s):  
Фатима Дикалитовна Дахаева
Keyword(s):  
Control System ◽  
Significant Role ◽  
Internal Control ◽  
Management System ◽  
Economic Entity ◽  
Modern Enterprise ◽  
Internal Control System

В статье рассматриваются сущность и особенности организации внутреннего контроля на современном предприятии, выделяются ключевые составляющие системы внутреннего контроля предприятия, подчеркивается его значительная роль в системе управления экономического субъекта. The article discusses the essence and peculiarities of the organization of internal control in a modern enterprise, highlights the key components of the company's internal control system, emphasizes its significant role in the management system of an economic entity.

STRATEGI PEMASARAN DALAM PERSAINGAN DESTINASI PARIWISATA

Pringgitan ◽  
2021 ◽  
Vol 2 (01) ◽  
Author(s):  
Suhartapa Suhartapa
Keyword(s):  
Marketing Strategy ◽  
Tourism Destination ◽  
Short Term ◽  
Marketing Program ◽  
Marketing Function ◽  
Marketing Activities ◽  
Tourism Destinations ◽  
Selling Process ◽  
Target Markets

Tourism destination marketing activities begin by selecting target markets, and these activities are referred to as the segmenting and targeting process. Meanwhile, activities to acquire, maintain and develop target markets are called the selling process. And the last thing is creating, delivering and communicating the destination offering is called the positioning process. The process of tourism activities can be in the form of long-term decisions or strategic levels which include the branding, segmenting, targeting, selling and positioning processes. Meanwhile, the short-term activity process or the tactical level is usually called a marketing program in the form of various maneuvers so that the predetermined marketing strategy can run well. Meanwhile, tactical activities, which are usually called marketing programs, are short-term processes aimed at making the marketing strategy run as determined. Activities that are tactical in this marketing program are decisions about the marketing mix. Competition for tourism destinations can be carried out through strategies that optimize the functions of tourism destinations. Like other industries, the function of a tourism destination can be in the form of an operational function and a marketing function. Keywords: Marketing Strategy, Competitive Strategy, Tourism Destination

Sign in / Sign up

Export Citation Format

Share Document