Экономические науки/6. Маркетинг и менеджмент
Zhaksygulova K., Akhmetova Z.
Al Farabi Kazakh National
University, Kazakhstan
Current state of industrial marketing of
Kazakhstan enterprises
Today we can clearly say that the modern
commercial relationships formed in a highly competitive environment,
uncertainty and instability of the market environment. In order to succeed in
business is no longer sufficient to use only logistic approaches require the
use of modern high-performance techniques and methods of production processes.
The most advanced scientific applications and rapidly developing area in this
field is marketing. Practice shows that companies using marketing have a
competitive advantage and significantly increased profits.
Development
of marketing in industrial enterprises of the Republic of Kazakhstan falls at
the end of 90-ies, as a continuation of the gradual development of the general
phenomenon of marketing. At present, actual implementation of the state program
of forced industrial-innovative development (PAID), priority in all regions of
Kazakhstan. And it objectively, because today FIID is a powerful support of the
national economy, including the priorities of pursuing sustainable development
of industrial enterprises of Kazakhstan. [1] The successful development of
Kazakh companies is impossible without accelerated development of industrial
marketing as a tool for planning and maximizing the efficiency of enterprises.
The
main feature of industrial marketing is that the organization has to deal with
other businesses, rather than the end-user of the product. Industrial marketer
has to take into account all the wishes of the consumer, and must also be aware
of the client's business, to understand what is happening with the goods and
services throughout their way to the consumer [2, page 23]
For
the development of industrial marketing enterprises top management must clearly
understand the need for the following measures: the development of sustainable
relationships with customers and suppliers, a structured organization of the
marketing department, constant attention to improving the process by
technological services, develop human resources, borrow and adapt foreign
experience, use all kinds of marketing tools
On
the example of ArcelorMittal Aktau you can see how the system is put into
practice in industrial marketing. In 2013 ArcelorMittal Aktau's team was
carried out extensive work to improve the quality of customer service. In
particular, developed and launched the site ArcelorMittal Aktau, which was
officially presented to existing and potential customers and partners in Almaty
and Aktau. The platform contains current information on products and services,
as well as information about ArcelorMittal group, the range of additional
services offered by the company, including information on the application of
protective coatings for pipes and provides services for testing and testing
materials and other useful information. To provide interested organizations
more information on the proposed range of products was published a new catalog
of products. The new edition contains general information about ArcelorMittal
Aktau manufactured products. The new edition contains general information about
the products produced by ArcelorMittal Aktau: Certificates of conformity with
the requirements of the plant's production of oil and gas and construction
industries, product specifications, options, quality pipes, quality management
system certification and the percentage of local content in the proposed goods.
In order to establish direct interaction with potential customers was organized
more than a dozen seminars, workshops and round tables. One such event was the
conference "Development of local content in the pipe projects", held
in the cities of Aktobe, Atyrau and with the support of contract agency of the
Ministry of Oil and Gas of the Republic of Kazakhstan. The representatives of
ArcelorMittal Aktau presented the production capacity of the plant pipe lines
for applying protective anticorrosive coatings were offered a presentation on
the activities and products Metallurgical Combine, spoke about the current
activities and news of the plant, as well as shared their plans for the
company. [3] This Company organized newsletters and press releases. In 2014
were issued 10 press releases and published 5 newsletters containing detailed
information about the key events of the company. The company seeks ways to
expand the domestic market, to increase the range of products and to satisfy
the demands of consumers.
As
a result, industrial marketing creates the conditions for entering into the
market, helps to perpetuate the position of the enterprise market, expanding
sales volume and rapid adapting the characteristics of the product under the
influence of technological advances and customer requirements, is constantly
working with consumers actively monitors the product and pricing policies, etc.
etc. In my opinion, Kazakhstan's industrial enterprises need to pay close
attention to the development of industrial marketing, for example companies
should be present in all relevant media where they can release own publications
on different industrial subjects, to create a number of additional services
accompanying the product, think about the logistics of the company etc.
Currently
the development of marketing of local enterprises moved to a new level, up to
this point has already formed its own characteristics promote products in both
the consumer and the industrial market.
Promotion
of industrial equipment due to the presence of a narrow range of consumers is
characterized by the following features: the most efficient use of the method
of personal selling; a high degree of importance of reputation, thus building a
successful brand; liaising with the public; participation at trade shows and
conferences.In general, every year in our country is held about 5-6 major
events in the field of oil and gas equipment market, which is the traditional
venue for business communication Kazakhstani and foreign experts, learn about
new technologies and demonstrate the potential of the country.
It
is worth noting that in our Republic held such high-quality and large-scale
international events as KIOGE, contributing to market expansion, investment and
development of new technologies in the field of oil and gas. During the long
years of its existence, the event has become a meeting place for leading
industry professionals, where they discuss current problems and find solutions
to the most pressing issues. KIOGE - one of the leading events of the energy
sector and a significant platform for the discussion of topical issues oil and
gas industry and the dialogue with national and international partners in the
public and private levels. Kazakhstan International Exhibition and Conference
held since 1993. Every year this event brings together about 500 companies from
30 countries. The exhibition was visited by about 10 thousand industry experts
as representatives of Kazakhstan and other countries.
Literature:
1.http://adilet.zan.kz/ Program of Forced Industrial-Innovative
Development
2. Zozulev A.V "
Industrial Marketing: Marketing Strategy"