Today's realities of comprehensive digital development of society require companies to reorient their activities digitally. Most of them have already partially or fully implemented elements of digitization in their practice, but for the comprehensive immersion of business in the world of numbers, the formation of an effective digital strategy is necessary, which makes this issue of research extremely relevant. The article examines the peculiarities of the formation and influence of the digital strategy on the company's activities. The main stages of implementation through research stages are outlined, a comprehensive assessment of competitors' activities is carried out, industry leaders are determined, company brands and main customer attraction channels are analyzed, offline representative offices and prices for the key range of products are considered; then an offer (trade offer to the target audience) is formed, the company integrates the results of end-to-end analytics of the segment leaders into the functionality of its digital platform; then through sales (the principle of distribution of potential customers according to the stages of the entire process from the first contact to the sale of a product or service) the attraction of buyers is carried out; at the fourth stage, budgeting is carried out, that is, key resources for further growth are determined; the final stage involves conducting analytics and drawing conclusions, deploying a digital strategy through the collection of general analytical data. The main advantages and disadvantages of the company's digital strategy are highlighted. The peculiarities of the application of the digital strategy and its results for the company are analyzed. Key performance indicators (KPI) for all digital promotion channels are determined. This step is necessary primarily to adjust financial costs, inefficient tools are automatically rejected. This evaluation system ensures growth through the achievement of the necessary numerical indicators. The criteria depend on situational factors, which can reduce the accuracy of the forecast. The predicted indicators are close to the real ones, as they take into account the risks that are possible in the process of digital promotion. Keywords: digital strategy, digitization, digital transformation, digital technologies, effectiveness of digital technologies
The article considers the development of integration mechanisms as a direction of strategic management in the implementation of procedures for reengineering business projects. The basis for reengineering is certain production and commercial processes - business projects, which are separated from the general business structure of the company to ensure partial involvement of innovative tools to generate and implement appropriate algorithms for reengineering and strengthen action on specific market activities. Theoretical developments on outlining the possibilities of ensuring the competitive development of business projects through the involvement of tools in the field of management, the formation of various models of organizational structures and areas of attracting financial resources are presented. It is proposed to build a reengineering model for projects through the basis of technological development, organizational development and market development. Prospects for the integration of organizational and management system through a set of tools and taking into account the results of their interaction are outlined. The directions of attraction of financial resources to business projects are presented, possibilities and prospects of project financing are defined, formation of a portfolio for increase of investment attractiveness, attraction of crediting mechanisms are considered. Recommendations for involving the integration mechanism of business project reengineering are developed and algorithms of procedural implementation are presented with definition of features of introduction of risk management models. The article provides a theoretical basis and formulates practical proposals for effective development of business projects on the basis of reengineering and activation of market behavior. Market activity of business entities in the implementation of individual projects is based on the prerequisites for the creation of internal key competencies and external market success factors by strengthening the innovative orientation of business in the current uncertainty of economic systems. Keywords: business project, business process reengineering, organizational mechanism, management mechanism, financial mechanism, integration mechanisms, risk management, effectiveness.
The article examines the structure of the company's product sales channels, defines the main economic indicators of the company's activity by types of products, which are sold through various product sales channels. The assessment of the conceptual nature of the enterprise's marketing activity was carried out in order to improve the concept of intensification of commercial efforts or the sales concept of marketing, and the results of a strategic assessment of the direction of the enterprise's development were summarized. The results of the study showed the problems faced by producers in the field of selling agricultural products. Decisions made in the field of product promotion consist of choosing a sales system, sales form and distribution channels. Enterprises form their sales concept of marketing based on various approaches, which is confirmed by the studied detailed structure of the company's product sales channels. It was determined that the basis of the enterprise's production and sales concept should be a marketing program, which is built on certain directions and positions that allow enterprises to function successfully on the market. The end result of the outlined direction of development of the enterprise's marketing, which the subjects of market relations follow in today's market conditions, is the chosen concept of management, in particular, the concept of intensification of commercial efforts. The solution of the scientific problem takes place in the study and generalization of the theoretical and practical tasks of the formation of economic measures regarding the economic justification and effectiveness of the creation of organizational and economic measures aimed at improving the sales concept of marketing. The purpose of the article is to clarify the theoretical issues of economic substantiation and the effectiveness of creating organizational and economic measures from the plan of improving the sale of products of agricultural enterprises. When writing the scientific article, the following tasks were set: to evaluate the current state of the production and marketing activities of agricultural enterprises; to develop specific proposals aimed at the effectiveness of creating organizational measures with the provision of improvement of the intensification concept of commercial efforts. Keywords: marketing, sales, sales channels, sales concept of marketing, concept of intensification of commercial efforts, sales channels, enterprise development strategy.
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