Nowadays, there is uncertainty in the external environment of tourism infrastructure companies. Such a situation necessitates modeling their behavior in the strategic perspective and identifying key development factors that will minimize the impact of adverse socioeconomic indicators, thus minimizing the likelihood of negative financial outcomes. This is taking place in conditions of development of tourism infrastructure companies in Ukraine and intensified competition with the absence of an appropriate management system in the development, production, and sale of tourism products and services. Thus, this study is highly relevant. The aim of this paper is to model the strategic development of tourism infrastructure using the SWOT methodology and correlation-regression analysis. Based on the diagnosis of trends in tourism infrastructure companies of Ukraine and their environment, an approach to the development strategy of tourism infrastructure companies is proposed. First, market trends in the tourism industry, which is a crucial component of the development strategy of tourism infrastructure, are considered. The essence of the proposed approach is to use the SWOT methodology. The determination of the most significant factors of companies’ internal and external environment is based on multifactor regression-correlation modeling. It is concluded that the general growth of tourism in Ukraine is due solely to the growing demand among the citizens of Ukraine for outbound tourism.
The management conditions of enterprises during the years of independence are marked by a high level of turbulence, which requires leadership to form and implement in the management system of modern methods and approaches that will ensure flexibility, innovation and efficiency of all business processes of any enterprise. Modern market relations require, first of all, to pay attention to such issues as the competitiveness of the enterprise, its goods or services, which gives the ability to gain and maintain market share.. Under such conditions, one of the key areas of survival and further success of the enterprise is its positioning for the consumer, creating its own customer base, which will provide the necessary sales volumes. Thus, the role of effective marketing is gaining importance every day, although what shapes the effectiveness of marketing is constantly changing under the influence of the external environment. That is why, the article examines the theoretical and methodological aspects of the organization and implementation of marketing management in enterprises. The specifics of the concepts of "marketing governance" and "marketing management" are studied. The components of marketing management systems of modern enterprises with their functional content are revealed. Based on previous research, the principles of forming a marketing management system of modern enterprises, found on a systematic approach using adaptive levels of implementation of "marketing management in enterprises". Also, a number of key concepts concerning the researched process were defined: the basic directions of realization of modern marketing management at the enterprises are revealed. The general set of basic principles of organization and implementation of "marketing management" at modern enterprises is given and the basic approaches concerning the organization of marketing management at the enterprises are defined. To sum up, the application of the marketing approach in the management of enterprises allows to determine the needs of consumers and ways to meet them, and to coordinate the work on enterprises in such way as to meet the identified needs as well as possible, forming a positive dynamics of modern enterprises.
Ця стаття висвітлює тему використання концепції холістичного маркетингу в діяльності підприємства, яка складається з чотирьох основних елементів: внутрішній маркетинг, інтегрований маркетинг, маркетинг взаємовідносин та соціально відповідальний маркетинг. Розглянуто основні засади філософії концепції холістичного маркетингу, у результаті чого визначено, що філософія концепції холістичного маркетингу базується на спільній меті, скоординованій діяльності, інтегрованих діях. Виділено основні переваги використання холістичного маркетингу. Розглянуто приклади використання концепції й на українському, і на зарубіжному ринку. Серед українських підприємств і організацій, які використовують холістичний маркетинг, є органи виконавчої влади, підприємства, що працюють і на онлайн, і на офлайн-ринках. Визначено актуальність та доцільність застосування концепції холістичного маркетингу під час воєнного стану малим та великим бізнесом. Визначено, що повномасштабне вторгнення російського агресора на частину території України суттєво вплинуло на спроможність українського бізнесу використовувати у своїй діяльності комплекс цілісного маркетингу. Установлено, що досвід використання концепції холістичного маркетингу мають і вітчизняні, і закордонні підприємства.
The article considers the strategic aspects of modern industry. An increase in the role of marketing in the management system of an industrial enterprise is revealed. External and internal conditions of use of marketing by industrial enterprises are considered. The level of business orientation is determined depending on external and internal factors. The conclusion is made about the need to use the concept of holistic marketing by industrial enterprises, as the world practice of marketing is currently characterized by new trends, among which an important place is the change of marketing paradigms. The need for a new marketing paradigm arose due to the fact that the modern market does not belong to entrepreneurs who operate separately, but to entrepreneurs, suppliers, partners, consumers, whose activities are aimed at creating long-term relationships. In such conditions, the transition from the dominance of the classical paradigm – «needs study» to the new paradigm of «holistic marketing» – «implementation of the principles of an integrative approach» is relevant. Thus, changes in the external macro- and micro-environmental environment reduce the effectiveness of traditional methods of market-oriented activities of enterprises. This applies to all types of their activities: innovation, production, marketing, human resources, finance. In the whole set of activities of a modern enterprise the most important role play innovative and marketing. Reducing the effectiveness of traditional marketing tools initiates the search for new approaches to marketing activities that would take into account the current realities of socio-economic processes, new opportunities caused by the active introduction of computer information technology, informatization of human activity. These conditions exacerbate the problem of improving the management of existing processes and developing new marketing tools and methods that would take into account new market opportunities and threats, target markets and allow specific companies to increase competitiveness and strengthen their market position. Holistic marketing is designed to ensure the creation of a holistic approach in the system of marketing management and synthesize into a single model of existing marketing concepts as elements of a holistic structure in creating a socio-economic mechanism of market regulation on common principles, taking into account its industry characteristics. Thus, the complexity and multifaceted nature of the problem of effective management of the enterprise in modern market conditions makes it necessary to study the tools associated with the effective management of industrial enterprises. That is why the issue of ensuring effective enterprise management needs special attention, first of all, using new approaches, methods, concepts, including marketing.
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