MARKETING STRATEGIES OF INDUSTRIAL ENTERPRISES OF UKRAINE

Abstract

Purpose – definition of the main directions of development of a marketing strategy of companies. Methodology of research. The methodology of research. In the process of writing this work were used following methods: abstract-logical (rationale, theoretical generalizations identify patterns of development of specialization of industrial enterprises; drawing conclusions); scientific (study of scientific works on the problems of the industrial enterprises functioning in modern market conditions). Information base of research are legislative and regulatory acts of Ukraine, scientific developments of domestic and foreign scientists on the research problem. Findings. It is established that the formation of marketing strategies is one of the most important and the most difficult stages of the marketing process. Marketing strategy – the basis of action of an enterprise in specific market conditions, determining ways to use marketing to expand the target markets and achieving effective results. It is exposed, that the basic setting of marketing strategy consists of that, to co-ordinate the marketing’s aims of enterprise with his possibilities, requirements of users, to use weak positions of competitors and competitive edges. For every company marketing strategy development, with subsequent introduction is an important component for the sale of goods, services and improve the speed, efficiency of production. Originality. Scientific novelty of results of research consists in the further development "of the marketing mix of the enterprise". Means versatile and purposeful work in the area of harmonization of production to market needs, opportunities and existing enterprise demand that will meet the needs of both consumers and the manufacturer. Practical value. The results of the study can be useful in the development of marketing strategies in industrial enterprises.