THE ECONOMETRIC MODEL ESTIMATES THE CAPACITY OF THE MARKET OF PRODUCTS OF INDUSTRIAL ENTERPRISES OF UKRAINE
Abstract
Purpose. The aim of the study is to develop an econometric model for estimating the capacity of the market of products of industrial enterprises, the gradual implementation of quantitative assessment of market capacity and overall market industries, in particular. The identification of the optimal method of research, analysis of existing methodologies for assessing and identifying their advantages and disadvantages. Methodology of research. Theoretical and methodological basis of the research consists of fundamental principles of economic theory, modern concepts of strategic management activities of enterprises, the concept of management and marketing, scientific works of domestic and foreign scholars on the organization of marketing research of industrial enterprises. Findings. The identification of optimal of research method evaluation of market capacity analyzed existing methods of estimates and determined their advantages and disadvantages. To assess the capacity of the market of products of industrial enterprises proposed to use a mathematical model, which is based on a combination of production method and a method that takes into account the purchasing power index, identifies untapped potential market in the context of expanding offerings on it, the dependence of the capacity of the market of industrial products from a number of factors (on the basis of the method of principal components) and takes into account their stochastic nature (based on the method of multiple regression), defines the features of pricing in the market (based on the use of Markov chains) and the influence of the qualitative aspects of the produced goods to the market demand of products of industrial enterprises (Koyk`s model ). Originality. First developed a scientific and methodical approach to the assessment of market capacity of industries, which proposed to formalize in the form of resultant linear multiple regression of level of dependence on four relevant factors (elasticity of demand, the price level, the change of macroeconomic indicators, product quality) through a combination of production method and the method based on the purchasing power index. Practical. The results of the study allow us to effectively plan the activities of the industrial enterprises and to increase the effectiveness of decisions and goals in conducting marketing research of industrial enterprises, the revision of the fundamental approaches to the organization of the marketing research process, their comprehensiveness and consistency. The conclusions and recommendations of the study brought to the level of practical projects which improve the efficiency of the industrial enterprises of marketing research that contributes to the improvement of management efficiency of business processes of industrial enterprises.
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