APPLICATION METHODS OF MARKETING RESEARCH AT INDUSTRIAL ENTERPRISES
DOI:
https://doi.org/10.56197/2786-5827/2024-3-2-9Keywords:
marketing research, mining and metallurgical complex, industrial enterprises, marketing support, marketing, innovative solutions, components of marketing strategy, adaptation, marketing research methods, marketing toolsAbstract
Introduction. The author has considered an effective marketing strategy of industrial enterprises, which is an important element of successful functioning in the modern market environment. In this regard, it is advisable to analyze the use of new methods of marketing research at industrial enterprises.
Materials and methods. In writing the paper, the author used scientific publications of domestic and foreign scientists, own scientific achievements and research.
During the study, the method of systematization and generalization was used to clarify the essence of the concept of “marketing provision”, the method of historicism to determine the main stages of marketing in Ukraine, the method of synthesis and analysis to study the literature and formulate relevant important conclusions, as well as the method of a systematic approach to identify all interrelated factors that directly affect the solution of the outlined problem.
Results and discussion. The attention is focused on the fact that establishing the theoretical context, as well as the content of management of marketing support of industrial enterprises, is a rather important part of the general understanding of the existing problem of applying marketing support as the main concept of development of a modern industrial enterprise. The essence of the concept of “marketing provision” of enterprise is researched. The main stages of the formation of marketing in independent Ukraine are determined.
The article defines the peculiarities of organization of the marketing system and conducting marketing research at the enterprise “Metinvest”. The main components of the enterprise's marketing strategy, such as product, price, place, promotion and overall strategy, are analyzed. The main strategies are identified, as well as practical steps that Metinvest can take to successfully adapt to possible changes in demand for its products,
Conclusions. The use of various measurement methods and indicators allows “Metinvest” to adjust its marketing strategy, increasing the impact on the target audience and achieving maximum results
The active use of marketing tools helps to develop the brand more effectively and maintain a positive image of the company in the eyes of customers. A well-built marketing strategy of coal industry enterprises is an important component of successful functioning in the current market conditions.
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