E-commerce is a big part of the economy and is extremely important for businesses that sell their products or services online. Thanks to e-commerce, businesses have the opportunity to reach more customers, because, due to the current global economic challenges, quite a lot of people shop online, which is the fastest-growing retail market. Therefore, digital marketing allows businesses to expand their target market and increase sales of products or services and the effectiveness of communications with their customers. In this article, we considered the theoretical aspects and main types of e-commerce researched the marketing tools, and analyzed the development trends and the basis of digitalization, the accelerated development of which was mostly caused by the Covid-19 pandemic, during which e-commerce and retail trade played an important role both for the economy and for society as a whole. On the basis of the conducted study of e-commerce in European countries, enterprises are offered to expand various types of digital activities, implement digital innovations and rethink interaction and communication with consumers.
Market conditions, influencing the marketing activities of the enterprise, are the key determinants of its implementation, with increasing instability of which the level of risk of marketing activities and the operation of the enterprise increases significantly. That is why to comply with these changes it is necessary to rethink and redesign the processes of marketing activities, which necessitates improving the management tools for its implementation: revision of logistics policy, business process management, e-commerce. process approach. The process approach, which is the basis of the project, allows to increase the efficiency of management within the system. As a result of the decomposition of the general process into 3 stages: determination of parameters, diagnosis, definition and implementation of the strategy and monitoring with the isolation of specific processes of each stage, the relationship between them was proved. Provision of the process is represented by personnel, financial and analytical and information components, and external regulations combine the regulations of the enterprise, regulatory restrictions on the external environment and restrictions on the market environment. The inputs of the process determine the goals of the enterprise and the requirements of stakeholders, and the outputs - management actions and information. At the stage of strategy definition, a set of marketing strategies for agricultural enterprises, criteria for their selection and algorithm for selection based on the method of hierarchy analysis with the calculation of global priority were presented. The developed model and its decomposition will allow to effectively implement the methodology of managing business processes of marketing activities, which will help ensure a high level of efficiency of its implementation by business entities, will create the necessary conditions for future development of the enterprise. Key words: marketing, marketing activity of the enterprise, unstable market conditions, process approach.
Constantly increasing competition initiates the need of market participants to catch up with others and become the first before it is too late, and this requires mechanisms that can simplify very complex things. The most successful are the changes that occur at critical moments, ie the greater the real risk of crisis or bankruptcy, the greater the probability of success, because in the latter case stimulates initiative and active implementation of changes in the company, creating completely new and more efficient business processes. By reengineering business processes, businesses can win in today's world not only with competitors, but also with the crisis that is increasingly occurring in today's world. Business process reengineering is recognized as the most radical management approach, and at the same time it can be used both in times of crisis and in terms of success to provide a competitive advantage. Reengineering is a fundamental rethinking and radical restructuring of the business, to improve such important indicators as cost, quality, level of service, speed of operation, finance, marketing, building information systems. The elements of the methodology of change management of the enterprise considered in the work allow to form a generalized methodological approach to justifying the choice of the most appropriate metaphor of the enterprise vision in the implementation of various methods of implementing organizational and strategic changes. The developed conceptual principles of implementing changes in marketing activities in accordance with the key provisions of content, contextual, systemic, process, situational and behavioral approaches can be effectively applied in the implementation of the above methods of change management within the metaphors. The considered principles of reengineering of business processes of marketing activity and stages of its realization serve as a basis for improvement of efficiency of activity of the enterprise as a whole and effective introduction of organizational and strategic changes. Keywords: reengineering, business processes, marketing, management, competition.
The article considers the importance of e-commerce in modern market conditions. E-commerce is a huge part of the whole economy and is vital for businesses that sell their products or services online. It gives businesses the ability to reach more customers than traditional retailers. Because so many people shop online, this is the fastest retail market. The main purpose of Internet marketing is revealed. Due to the high bandwidth of the information flow, the system (Internet) is the main link in the exchange of goods, services and information today. Almost all businesses in the world are focused on improving Internet connections to increase the efficiency of business. For many entrepreneurs, the Internet is the main way to spread information about their products and invitations to cooperate. The place and role of e-commerce as an effective marketing tool are substantiated. The leading countries that have achieved the greatest success in the field of e-commerce include: China, the United States, the United Kingdom, Japan, Germany, France, South Korea, Canada, Brazil. According to various estimates, about 70% of the population of Ukraine uses the Internet. A year ago, this figure was 60%, ie during the pandemic, the level of Internet use increased significantly. Almost 33% of the adult population regularly shop online. This audience is growing gradually, but it is important to note that we are talking about regular online purchases. Virtually all Internet users have already had the experience of at least some online shopping. The COVID-19 pandemic has shaken economic markets and dramatically changed the daily lives of many people and companies around the world. It is difficult to find any aspect of human life that would not suffer, the corona crisis has changed the world of e-commerce. As millions of people stayed home in early 2020 to curb the spread of the virus, digital channels have become the most popular choice of replacement for crowded stores and personal shopping. Thus, e-commerce is a global phenomenon that is growing at a healthy pace in almost every country. And in a global economy and crisis, e-commerce has become one of the most important components, a strong catalyst for economic development and an effective marketing tool in today’s volatile market conditions.
У статті досліджено відмінності між внутрішнім і міжнародним маркетингом. Встановлено місце експортного маркетингу в масштабах маркетингової діяльності. Визначено зміст експортного маркетингу, а також детально розглянуто його специфіку для агарних підприємств. На основі запропонованих показників (динаміка обсягів українського експорту; вартісна структура експорту аграрних підприємств; динаміка товарної структури експорту аграрних підприємств; основні імпортери вітчизняної продукції аграрних підприємств) проаналізовано сучасний стан потенціалу експортного маркетингу в аграрному секторі України. Вказано на необхідність розробки комплексу експортного маркетингу аграрних підприємств з метою підвищення його потенціалу в аграрному секторі України.
The article examines current trends in world markets. The effects of coronavirus (COVID-19) on the global business environment have been identified. Thus, the World Bank Group highlights the uneven recovery of the economy due to coronavirus (COVID-19), in addition, it is expected that the level of world GDP in 2021 will be 3.2 % lower than expected before the pandemic, and GDP per capita among many emerging and developed economies, COVID-19 peaks are expected to remain below peak levels for a long time to come. It has been found that the rate of recovery in countries may also differ between generations and income groups, as they have been unevenly affected by the economic downturn. Therefore, businesses will need to monitor the macroeconomic environment and carefully assess the revenue and expenditure dynamics of their target consumer groups in order to propose appropriate pricing strategies and the value of their products and services. Emerging economies continue to move from key industries to higher value-added activities in the global supply chain. In addition, global trade and multinational businesses are subject to tighter controls as consumers increasingly demand more transparent and socially responsible supply chains. The pandemic shocked the global supply chain and exposed its fragility. In 2020, world exports fell by 7.2 % in US dollars, while supply bottlenecks affected various industries — from retail to manufacturing. Governments are now seeking to tighten control over critical supplies such as medicines and medical equipment, while companies are seeking to increase sustainability in supply chains. It is investigated that the uneven impacts of the pandemic itself, the pace of economic recovery vary widely in different countries. For example, the UK economy has experienced the worst downturn in 300 years, shrinking by almost 10 %. The impact on jobs was also unprecedented and ten times worse than during the global financial crisis of 2009, when in 2020 the world lost 114 million jobs. The state of world trade in general, as well as the volume and dynamics of export-import operations in Ukraine are analyzed. Thus, the total turnover in Ukraine in 2020 decreased by 6.5 % compared to the previous year. Imports decreased in 2020 by 10.3 % less than in 2019.
The article considers foreign trade as the main aspect of marketing activities of domestic enterprises in dynamic markets. Thus, the key to effective economic development of the country is to ensure foreign economic activity. Foreign trade is the main economic factor, the key to the success of any country in the international economic arena and a decisive factor in shaping the competitiveness of enterprises and improving the quality of life. Therefore, given the unstable market conditions and market dynamics, foreign trade should be considered as a major aspect of marketing activities of domestic enterprises. Modern tendencies of development of foreign trade of Ukraine are investigated. The consequences of the pandemic impact (COVID-19) on the foreign economic activity of enterprises are analysed. Thus, the total turnover in Ukraine in 2020 decreased by 6.5 % compared to the previous year. Imports decreased in 2020 by 10.3 % less than in 2019. However, Ukraine retains a leading position in the world is the third largest exporter of grain, producing 90–100 million tons of grain annually. Agriculture also plays a significant role in the structure of exports: in 2019, agricultural enterprises brought Ukraine almost 40 % of foreign exchange earnings, demonstrating stability over the past three years. The importance of export operations in international markets was emphasized. In particular, Ukraine ranked third in the list of the largest suppliers of agricultural products to the European Union, exporting 7.3 billion Euros. The signing of the EU-Ukraine Association Agreement and the implementation of the Deep and Comprehensive Free Trade Agreement with the EU (DCFTA) have also had a significant impact on agricultural exports to the EU since the signing of the Agreement. PEST-analysis and SWOT-analysis of Ukraine’s foreign trade were conducted. The role of agricultural enterprises in the structure of Ukraine’s foreign trade is emphasized: the basis of Ukraine’s foreign trade in 2019 remained the products of agricultural enterprises. The share of agricultural products in the total volume of Ukrainian exports amounted to 44.3 %. The prospects for the development of Ukraine’s foreign trade in unstable market conditions are indicated. Ukraine needs to analyse its foreign economic activity and the current situation: opportunities, threats, its strengths and weaknesses and increase its trade. To improve the state of foreign trade, it is proposed to focus on exports, especially agrarian enterprises.
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