Growth of Competitory Positions of Dairy Industry Enterprises for Enhancing of Marketing Potential

Abstract

The need to study the marketing potential of the enterprise has become an urgent scientific task, since understanding its main components and the level of its development in the dairy enterprise which determine the future directions of development of its marketing activity and allow to increase competitive positions in the dairy market. Systematization of scientific views on the problem under study shows that in most cases the marketing potential reflects the existing level of marketing resources of the dairy industry, without considering the possibility of their increase and transformation in different market conditions of the environment. The concept of marketing potential of dairy processing enterprise as the ability of its marketing system to provide constant competitiveness of milk processing is based on: general quality management and organization of marketing of the enterprise; efficient use of human capital; application of modern marketing tools; rational use of available resources. It is suggested to represent the marketing potential of a dairy processing plant as an integral characteristic of its components providing marketing activities, namely the sum of organizational, human, material and information resources, raw materials, marketing tools and budget-free marketing. Its deeply researched the basic components of the budget-free marketing of a dairy processing enterprise, among which phishing, new marketing tools; finalization of the sales system; exclusion of risks; the use of co-marketing. One of the most important factors in the growth of the competitive position of dairy enterprises under the current economic conditions is the strengthening of its marketing potential, as an important tool for economic development, and in the case of insufficient financing, priority is given to budget-free marketing.