THE ELABORATION OF THE MARKETING STRATEGY OF DEVELOPING POULTRY FARMING ENTERPRISES
Abstract
Purpose. The research is aimed at developing the marketing strategy of the poultry farming enterprise on the basis of branding and co-branding, on the pattern of podilsky broiler limited company (Khremenchytsk oblast, Dunayevetsky district) and Kuryacha family (its hypothetic trade mark)which was established for marketing the enterprise produce at the regional foodstuffs market of Zhytomyr thought franchisee of Nasha Riaba trade mark of Khraban private company which represented the interests of Myronivsky khliboprodukt private joint stock company in this region. Methodology of research. A number of methods (monograph, analysis and synthesis economic comparison) were used with the aim of generalizing the author’s views related to elaborating marketing strategies of the further development of poultry enterprises on the basis of brand approach. Findings. The research concluded resulted in selecting the marketing strategies of the further development of Podilsky broiler limited company at the regional market of poultry meat: the strategy of occupying the niche on the initial stage of branding; the strategy of integration and cooperation – uniting their efforts with another producer (another trade mark) on the principles of co-branding on the second stage of branding. Myronivsky khliboprodukt company was chosen as a partner for cooperation and integration efforts. The company was offered the strategy of integrative growth-uniting efforts with the competing enterprise at the regional market. Originality. The scientific novelty of the research results obtained lies in the formation of a strategic marketing alliance between Myronivsky khliboprodukt private joint stock company and Podilsky broiler limited company on the basis of co-branding. The interrelations within the framework of the alliance must be built up on the club-oriented principles. Practical value. The practical importance of the research conducted lies in the fact that under the condition of the alliance formation the poultry enterprise will have to supplement (of convert) its strategic set of a niches with one or more strategies of the follower (the third stage of Kuryacha Riaba trade mark branding): a) the strategy of compilation: a full- scale use of various strategies of the alliance participant leader (commodity, price, sales and advertising activities); b) the strategies of imitation the use of separate elements of leader strategy along with making certain alterations in packing or in the components of the marketing complex; c) the strategies of adaptation: the use of a brand (branding) of the leader as a basis for its further improvement and adaptation to market conditions; d) the strategy of the integrated product: both participants of the strategic alliance take the competitive advantages of both brands (branding) with the aim of reaching the synergetic effects.
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