Філологічні науки

Діордіященко О.В.

Первомайський факультет Харківського державного університету харчування і торгівлі

Effective marketing strategy of trade enterprises

Statement of the problem. Acceleration of changes in an environment, occurrence new and change of existing needs of consumers, strengthening of a competition, occurrence of new opportunities of business realization, development of technological both information networks and a number of other factors have led to growth of strategic marketing significance. Its applicability will consist in an interconsistency of the marketing purposes of the enterprise with its opportunities, consumers requirements, use of competitors weak positions and own competitive advantages. In this connection, it is necessary for enterprises to pay significant attention to formation of marketing strategy.

The analysis of last researches and publications . For today there are

many definitions of marketing strategy: marketing strategy as a basis of actions of the enterprise in the competitive conditions, determining ways of application of marketing for expansion of the target markets and achievements of effective results (Shershneva Z., Oborskaya S., Bagieva G., Moiseyev N, Lambin J.-J.); marketing strategy - marketing actions of the company on permanent promotion of the goods on the market, including definition of the purposes, the analysis, planning of marketing actions, monitoring (Pastuhova V., Dmitnik M., Atkinson J., Wilson Y., Krylov T., Sokolov M.); Strategy of marketing - rational, logic construction, being guided which organizational unit expects to solve marketing tasks. It includes concrete strategy of the target markets, a complex of marketing and a level of charges on marketing (Day J., Shkardun V., Ahtyamov T., Kudenko N., Ertznashvili N., Hovard K., Tzipkin Yu.).

Formation of marketing strategy - the major stage of marketing during which it is possible to allocate entrance and output elements. Entrance elements are factors of the intermediate environment and the enterprise purpose and output elements are strategic decisions concerning a complex of components of marketing. So, marketing strategy is subordinated to corporate strategy of the enterprise. Its choice depends on many factors, the major among which are the factors describing a condition of branch, a condition of a competition and the factors describing competitive opportunities, a market position and enterprise potential.

Studying works of Kotler Ph., Gradov A., Day J., Armstrong I., Sanders J., Wong B., Mushka Z., Degtyaryov N., Vasilenko V., Shvandar V., it is possible to emphasize, that process of formation of marketing strategy usually divide into two stages: 1) the process of planning directed on acceptance of strategic decisions, a formulation of the purposes and definition of ways of their achievement; 2) managerial process, as a set of decisions and actions on strategy realization, directed on achievement of the enterprise purposes in view of possible changes of the external, intermediate and internal environment.

There is a set of approaches to formation of marketing strategy. All of them different but adhere to one purpose - increase of efficiency of enterprise activity, and in what way - each enterprise decides itself. All authors consider what to begin formation of marketing strategy it is necessary from the analysis of market appeal. We agree with this opinion as the market will consist of set of various buyers, the goods and needs, and the enterprise should determine, what segments give the best opportunities for achievement of the firm purposes. Selection of market target segments includes an estimation of each market segment appeal and a choice of one or several segments for development. After that it is necessary to determine, what positions in these segments the enterprise aspires to occupy.

The important stage of marketing strategy formation, in opinion Lambin J.-J., Teletov S., Pilipchik Yu., Ostatok O., Kovalenko L., Day J., is revealing possible competitive advantages on the basis of which the enterprise place in the market is defined. In the modern world to excel, the enterprise should satisfy needs of target buyers better, than it is done by competitors. Granting of the high-quality goods and service is necessary, but not a sufficient condition of a gain of leadership in the market. The enterprise should analyze branch, determine the place in it, and then decide, as it is necessary to position itself to achieve competitive advantage.

Among researchers the common properties at formation of marketing strategy also is stimulation of selling and pricing. In general stimulation of selling and pricing policy can be related to one stage of strategy formation as pricing is a stage of stimulation which is aimed on wining of the consumer.

Nevertheless, not all opinions of authors coincide. So, Lambin J.-J. emphasizes, that at marketing strategy formation powerful influence has the final stage - continuation of the consumer gain after introduction of strategy, i.e. with the help after selling stimulation of sales. In turn, Kotler Ph. brings to a focus to the organizations of manufacture, service and significant influence of advertising. Teletov S. emphasizes on uniqueness of the goods, its originality and the importance. Day J. considers, that the most important is the stage of summarizing -establishments of advantages or lacks of the elected strategy.

Each of the investigated approaches to formation of marketing strategy has the advantages and precisely defines actions of marketing strategy introduction. Nevertheless, weightiness of the analysis of the internal environment of the enterprise is not specified in approaches. Scientists suggest the enterprise to be arranged under the market - consumers and competitors, blindly taking into account the internal opportunities. Such attitude can not only lead the enterprise to instability, but also in general destroy it. In our opinion, balance of inquiries external and opportunities of the internal environment will give prospect to the enterprise correctly to generate and realize marketing strategy.

Statement of the problem. The purpose of the given work is definition of marketing strategy essence and development of technology of its formation on the basis of generalization of existing methodical experience and in view of branch specificity of trading enterprises.

Statement of the basic material of researches. Having investigated existing definitions and taking into account modern conditions of managing of the enterprises, under strategy of marketing we understand formation and realization of the purposes and tasks of the enterprise on each market separate segment and each goods for the certain period of time which is developed on the basis of research and forecasting of market condition, and represents rational logic construction, being guided which the enterprise expects to solve the marketing tasks. On the basis of existing approaches and taking into account specificity of trading area, we offer the common structural - logic circuit of process of formation of marketing strategy of trade enterprise.

Formation of marketing strategy should be considered as set of five interdependent processes: the strategic analysis of a market situation; definition of the marketing purposes; a choice of optimum marketing strategy; development of the marketing plan directed on effective realization of strategy; estimation and the control of results. All processes consistently follow one of another. But there is also a return influence, i.e. an opportunity of modification in target reference points of marketing, or in the mechanism of realization of strategy, an opportunity of results completion, or revision and development of new marketing strategy. Therefore at formation of strategy the important place has monitoring a course of its realization which purpose is research of a choice efficiency, introductions and realizations of marketing strategy.

Conclusions . Instability external and, as consequence, internal environment has increased of marketing strategy significance in activity of trading enterprises. Successfully generated marketing strategy will allow making to the enterprise effective administrative decisions in sphere of marketing which are connected to its development in the long term, in fact it is the tool of growth of the enterprise, assisting to support potential opportunities at a high level.

Literature:

1. Ch. St.J. Yates. Economics. Preintice Hall, 1997.

2. Teletov O.S. Marketing in the industry: the Monography. – Kyiv: the Center of educational literature, 2004. – 248 p.