Marketing analysis of the enterprises commodity policy in the conditions of competitive changes in target markets
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Дата
2026
Назва журналу
Номер ISSN
Назва тому
Видавець
Полтавський університет економіки і торгівлі
Анотація
The purpose of the article is to provide theoretical and methodological justification of approaches
and develop practical recommendations for the formation of an enterprise's product policy in the context of com- petitive changes in target markets using marketing analysis. The research methodology is based on a systemicstructural approach, information-search methods, theoretical generalization, analogy, comparison, SWOT analysis,
and expert assessments. Results. SWOT analysis was used to assess the current state of the enterprise and identify
ways to increase its competitiveness. Based on the results of the expert assessment, the importance of internal and
external factors in competition was determined. Priority areas for mitigating threats and realizing opportunities
were established. Prioritization of management decisions in the field of forming the enterprise's product policy was
carried out. Practical significance of the research results. The research results can be used to form a product policy
aimed at increasing the competitiveness of the enterprise and developing a marketing strategy.
Опис
Ключові слова
marketing analysis, SWOT analysis, product policy, competitive changes, target markets, competitiveness
Бібліографічний опис
Reshmidilova S., Bondarenko D. Marketing analysis of the enterprises commodity policy in the conditions of competitive changes in target markets. Науковий Вісник Полтавського університету економіки і торгівлі. Серія «Економічна». 2026. Вип. 2 (120). С. 285-292. URL: https://www.puet.poltava.ua/index.php/economics/article/view/559/530.