Формування ефективної політики просування продукції підприємства на ринку
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Файли
Дата
2017
Автори
Бойко, Р.В.
Boiko, R.
Назва журналу
Номер ISSN
Назва тому
Видавець
Хмельницький національний університет
Анотація
В статті висвітлено основні проблеми формування ефективної політики просування продукції підприємства на
ринку. Проведене маркетингове дослідження конкурентного середовища досліджуваного підприємства. Ґрунтуючись на
результатах проведеного маркетингового дослідження запропоновані шляхи вдосконалення політики просування продукції
підприємства.
The article deals with the main problems of forming an effective policy of promotion of the company's products in the market. The marketing research of the competitive environment of the investigated enterprise was conducted. Based on the results of the marketing research, one can say that the company, which is one of the reasons for the reduction of sales volumes at PE "Mykachlych and Ko", is an ineffective marketing policy. Therefore, in order to increase sales volumes, the company can be offered to expand its sales facilities, in particular, to conclude supply contracts with supermarkets in Vinnytsa and Vinnytsia region - "Furshet", "Silpo", etc. It is advisable to select the city of Vinnytsia for the sale of products, as it is an oblast center in which the main financial flows of the region are concentrated. In addition, Khmelnyk and Mirgorod, as they are known for their balneological resorts, are considered to be suitable for the sale of their own products, and therefore they are characterized by considerable inflow of people for treatment, and therefore - more solvent demand. The choice of supermarkets as points of sale of products of PE "Mihalych and Ko" is related to the advantages that suppliers have from the sale of goods through these stores. The advantages of selling goods through supermarkets are: prestige - supermarkets have a high level of prestige in the eyes of consumers; a large number of visitors per day - the number of potential buyers who visit supermarkets is larger than in ordinary grocery stores; convenience of location - the vast majority of Vinnytsia supermarkets are located in the densely populated areas of the city and in the lively transport routes, which provide a large number of visitors. Therefore, it is advisable for the enterprise to conclude supply contracts with six large supermarkets in Vinnytsia and Vinnytsia region, which will allow to increase sales volumes of its products. The introduction of the above-mentioned measure into the activity of the company can improve its competitive position on the market, increase sales volumes and generate profits.
The article deals with the main problems of forming an effective policy of promotion of the company's products in the market. The marketing research of the competitive environment of the investigated enterprise was conducted. Based on the results of the marketing research, one can say that the company, which is one of the reasons for the reduction of sales volumes at PE "Mykachlych and Ko", is an ineffective marketing policy. Therefore, in order to increase sales volumes, the company can be offered to expand its sales facilities, in particular, to conclude supply contracts with supermarkets in Vinnytsa and Vinnytsia region - "Furshet", "Silpo", etc. It is advisable to select the city of Vinnytsia for the sale of products, as it is an oblast center in which the main financial flows of the region are concentrated. In addition, Khmelnyk and Mirgorod, as they are known for their balneological resorts, are considered to be suitable for the sale of their own products, and therefore they are characterized by considerable inflow of people for treatment, and therefore - more solvent demand. The choice of supermarkets as points of sale of products of PE "Mihalych and Ko" is related to the advantages that suppliers have from the sale of goods through these stores. The advantages of selling goods through supermarkets are: prestige - supermarkets have a high level of prestige in the eyes of consumers; a large number of visitors per day - the number of potential buyers who visit supermarkets is larger than in ordinary grocery stores; convenience of location - the vast majority of Vinnytsia supermarkets are located in the densely populated areas of the city and in the lively transport routes, which provide a large number of visitors. Therefore, it is advisable for the enterprise to conclude supply contracts with six large supermarkets in Vinnytsia and Vinnytsia region, which will allow to increase sales volumes of its products. The introduction of the above-mentioned measure into the activity of the company can improve its competitive position on the market, increase sales volumes and generate profits.
Опис
Ключові слова
маркетинг, маркетингова діяльність, просування, marketing, marketing activity, promotion
Бібліографічний опис
Бойко Р. В. Формування ефективної політики просування продукції підприємства на ринку / Р. В. Бойко // Вісник Хмельницького національного університету. Економічні науки. – 2017. – № 3, т. 1. – С. 42-47.