The marketing channel structure: A case of chemical industry company

Abstract

The subject of the research are peculiarities of marketing channels structure of industrial company that operates in the chemical industry. The main research activities were focused on the basis of Ukrainian power and chemical association PJSC "Sumykhimprom". The methodical approach of the study is based on analytic and descriptive approach and is aimed at providing a case study. Thus, the goal of the study is to provide an empirical study on auditing the company's marketing channel system and on identifying the current status of marketing channels members. The study suggests that marketing channels function effectively when taking into account the interests of all marketing channel members (manufacturer, intermediaries, end users). The choice of a marketing channel depends on the company's planned sales and profits, available resources, positioning strategies, the intensity of geographical coverage, industry specifics. Marketing channels of PJSC "Sumykhimprom" are grouped in terms of distribution geography into three groups: 1) distributors in the European market; 2) distributors in Ukrainian market and in neighboring countries; 3) distributors in the market of distant foreign countries. The research results allow to form the optimal structure of marketing channels, which simultaneously takes into account the interests of the manufacturer, as well as the consumer. Recommendations to transform the marketing channels structure of PJSC "Sumykhimprom" are formed.

Environmental management and social marketing: a bibliometric analysis

“…In some studies, scientists consider that social marketing is one of the approaches to the study of market performance in various industries [41][42][43][44][45][46][47][48][49][50][51][52][53][54][55][56][57][58][59][60]. For example, Ma L., Mulley C., Liu W. [61] state that the social marketing and construction industry are essential starting points for the formation of population preferences in travel.…”

Competition Policy as a Strategic Determinant of Economic Development in the Post-pandemic Period: Management and Legal Aspects

“…It produces mineral fertilizers, coagulants and additives to cement, acid, titanium dioxide and pigments and other types of chemical products. According to the previous researches (Bilovodska et al, 2017;Bilovodska et al, 2018;Bilovodska et al, 2019;Gryshchenko et al, 2020) let's evaluate the strategies of managing the business activity according to manufacturer's innovative perspectives of chemical enterprise. The results of the evaluation of growth indicators for PJSC "Sumykhimprom" for 7 years (from 2012 to 2018) are in Table 1.…”

Implementation of Marketing and Legal Tools in the Process of Commercialization for Innovative Products in Strategic Management and Entrepreneurship

“…The PESTEL analysis is performed in the form of a table, divided into six segments (Political, Social, Economic, Technological, Environmental and Legal factors). The power of effect (Pi) of each individual factor is determined by the formula 1 (Grabovetskyi, 2010;Bilovodska et al, 2019):…”

“…Vicorresponding value; Eian effect on the industry (the expert assessment of the characteristics compliance of factor), points; mthe number of experts involved, persons; ithe identifier of factor characteristics. The corresponding value were calculated on the basis of (Grabovetskyi, 2010;Bilovodska et al, 2019) by the formulas 2, 3:…”

“…Price: obtaining the desired profit; setting prices for existing and new products; increase of part of the enterprise market. Place: setting up and maintaining contact with potential buyers; maintenance; advising potential consumers before purchasing the product; products demonstration to the buyer; search for potential intermediaries (for more details see (Bilovodska et al, 2017;Bilovodska et al, 2019). Promotion: determination of the purpose and tasks of promotion; formation of means of influence on consumers; availability of budget for the promotion of goods; creation and support of the company's image in accordance with global principles; comprehensive information to potential consumers about the company's products and activities.…”