Ways of Implementation of Marketing Strategies of Machine-Building Enterprises

Sakun, Lesia; Dorozhkina, Ganna; Tkach, Olena

doi:10.32843/infrastruct39-38

Cited by 2 publications

(1 citation statement)

References 0 publications

Supporting

Mentioning

Contrasting

Unclassified

Order By: Relevance

“…Сучасний стан і напрями подальшого розвитку підприємств машинобудівної галузі висвітлено у низці наукових праць [1][2][3]. Проблеми формування і реалізації маркетингових стратегій машинобудівних підприємств розглядали Сакун Л. М., Дорожкіна Г. М., Ткач О. Ю., які відзначили, що: «зважений вибір правильної маркетингової стратегії на підприємствах позитивно впливає на їх економічний розвиток і конкурентоспроможність» [4]. Роль ефективної маркетингової товарної політики для підприємств галузі розглядав Золоторьов С. В. Повністю поділяємо його тезу, що: «підприємства вітчизняного машинобудівного комплексу не тільки не використовують повною мірою наявний потужний ринковий потенціал можливих цільових ринків…» [5].…”

unclassified

Organization of marketing activities management of an agricultural engineering enterprise in the domestic and foreign markets

Penkova¹,

Kharenko²,

Kulishenko³

2021

CW UNUH

View full text Add to dashboard Cite

The strengthening of the role of an effective organization of marketing management for agricultural engineering enterprises in Ukraine is due to an increase in competitive pressure from domestic and foreign producers who offer functional analogues, as well as from importers of used equipment, a decrease in the capacity of the domestic market due to the crisis in economy and the loss of control over a part of occupied territories of Ukraine. Analysis of the peculiarities of organizing marketing activities on the example of one of the largest enterprises of agricultural engineering in Ukraine, CJSC “Umanfermmash”, showed that on the domestic market it mainly focuses on small and medium-sized agricultural enterprises, farms, private entrepreneurs providing services of the processing of land plots to the population, and its product and pricing policy in the current marketing strategy corresponds to the described group of potential buyers, which indicates the feasibility of its application in the future. The conducted research revealed a number of problems in the organization of marketing activities of CJSC “Umanfermmash”: low quality of feedback from end users, especially foreign ones, in the context of bringing product characteristics to their needs; insufficient presentation of information about various aspects of the company's activities on its website; narrowing of cooperation with distributors, which negatively affected the effectiveness of sales activities; insufficient attention to quality improvement, which sometimes deteriorates due to the use of cheaper raw materials and materials. Improving the organization of CJSC “Umanfermmash” marketing activities management initially requires adjusting the existing marketing strategy, which should be differentiated. So, for the foreign market, it should be based on an attacking concept, and for the domestic market it should be realized as supportive marketing. In the first case, there should be an active, aggressive position of the company in the market, which is aimed at gaining and expanding the market share, and in the second, – it involves maintaining the level of demand in the market that is optimal for the enterprise

show abstract

unclassified

Organization of marketing activities management of an agricultural engineering enterprise in the domestic and foreign markets

Penkova¹,

Kharenko²,

Kulishenko³

2021

CW UNUH

View full text Add to dashboard Cite

show abstract

Formation of International Marketing Strategy for Domestic Enterprises in Conditions of Increased Financial Risks

Yankovoi,

Kulish,

Melnyk

et al. 2023

ФКДПТП

View full text Add to dashboard Cite

This article explores the process of developing an international marketing strategy for domestic enterprises. In an increasingly globalized business environment, expanding into international markets has become a crucial objective for many companies. The article highlights the importance of strategic planning and market analysis in the formation of an effective international marketing strategy. It emphasizes the need for a comprehensive understanding of target markets, including cultural, economic, and regulatory factors. The article discusses key considerations such as market segmentation, product adaptation, pricing strategies, distribution channels, and promotional activities in the context of international marketing. It also explores the significance of digital marketing tools and emerging technologies in facilitating international expansion. Furthermore, the article addresses the challenges and risks associated with entering foreign markets and provides insights into mitigating strategies. By implementing a well-crafted international marketing strategy, domestic enterprises can enhance their competitiveness, increase market share, and achieve sustainable growth in the global marketplace. The article concludes with practical recommendations and guidelines for domestic enterprises seeking to develop and execute successful international marketing strategies. Overall, this article provides valuable insights and guidance for companies aiming to expand their operations internationally. The article proposes an international marketing strategy for domestic enterprises based on the authors' developed comprehensive indicator of the impact of financial risks on international marketing activities. The scientific novelty of the article lies in the author's suggestion to use the calculated value of the comprehensive indicator for selecting the international marketing strategy for domestic enterprises, which is based on the following groups of indicators: Financial indicators, Market position indicators, Customer satisfaction indicators, Innovation and research indicators, Resource efficiency indicators. This approach allows for a reasoned assessment of the current state of the enterprise and the planning of its future development through the defined international marketing strategy for domestic enterprises.

show abstract

Ways of Implementation of Marketing Strategies of Machine-Building Enterprises

Cited by 2 publications

References 0 publications

Organization of marketing activities management of an agricultural engineering enterprise in the domestic and foreign markets

Organization of marketing activities management of an agricultural engineering enterprise in the domestic and foreign markets

Formation of International Marketing Strategy for Domestic Enterprises in Conditions of Increased Financial Risks

Contact Info

Product

Resources

About