Секція: Проблеми розвитку підприємств
харчової промисловості в міжнародному вимірі
Anastasia Verbova
BASIC WAYS OF MARCETING ACTIVITY IMPROVEMENT OF THE
ENTERPISE OF PUBLIC JOINT STOCK COMPANY “KYIVHLIB”
In modern market conditions the marketing activity of the enterprise is
quite multifaceted and it involves development, implementation, analysis and
control of certain marketing measures, such as complex market research, market
segmentation, positioning of product on the market. So the enterprise can
develop a marketing complex – “4P” model, which main elements are product,
price, place of sale, promotion.
Let us consider the basic directions of the
marketing activity improvement on the example of PJSC “Kyivhlib”.
On the basis of conducted analysis it is possible to suggest such ways
of improving the activity of the enterprise: improvement of the pricing policy is
reduction of expenses for production, strengthening control over suppliers and
intermediaries to reduce the cost of raw materials and products marketing;
improvement of commodity policy is improvement of product quality by some
organoleptic and aesthetic parameters, improvement of product packaging,
improvement of the structure and composition of the product range of enterprise;
improvement of distribution network is opening branded stores, introduction of
elements of sensory marketing to increase sales volumes; improvement of policy
promoting the application of various promotions at points of sale of the enterprise,
stimulation of sales, conduction of powerful advertising campaigns.
The enterprise should pay attention to the improvement of such
indicators as shape and design of cakes, bakery products (different
interesting, unusual shapes that will impress customers; use color psychology
in advertising, etc.), improvement of organoleptic characteristics, development
of festive packaging products. Also introduction of a new specific production, for example: products with low content
of sugar or with its substitutes, diabetic bread, dietetic small loafs of bread,
bread made of a mix of rye and wheat flour. Improvement of the product line
"Rusks", which is the smallest product line of a company as it has
only 2 positions. There are only classic rusks with a high content of raisins
and rusks with the addition of mustard oil, which is very little for powerful
enterprise. The company has the ability to develop and introduce into the
production several kinds of rusks with different flavors, for example, with
dried apricots, cranberries, Greek or hazelnuts. This product is unique, so it
will allow the PJSC “Kyivhlib” satisfy different preferences of customers,
which will provide the recognition of customers, and the enterprise will
receive income and take a niche market with this product. That is why the
development of activities in this area will increase the competitiveness of the
enterprise.
Sales of goods system is one of the most significant in the marketing policy of
the enterprise. We are able to increase the volume of sales of the company in
several ways: increasing volume of sales on the domestic market. This can be
done by increasing supplies across regions. Not all regions of Ukraine are
fully saturated by products of PJSC “Kyivhlib”. In some regions it is
represented by only a small number of items. To increase sales it is required
to deliver larger amount of products and bigger variety of them to these
regions. Also are needed: participation
in children's, cultural, educational and charitable activities as a sponsor,
distribution of pastry gift sets, increment of
consumers’ awareness about products through mass tastings, consumer
surveys, conduction of analysis of sales channels, which will be more effective
for the enterprise.
At the present stage of development the PJSC “Kyivhlib” is now a
competitive enterprise in the market of confectionery and bakery products in
Ukraine. But the company needs to carry out a comprehensive market analysis of
modern technologies in the market and develop measures for immediate response
to fluctuations in market conditions.
References:
1. Гаркавенко С. С.
Маркетинг: підруч. [для студ. екон.
спец. вищ. навч.закл.] / С. С. Гаркавенко. – [6-е вид., допов.]. – К.:
Лібра, 2010. – 720 с.
2. Плотніков М.Ф. Стратегічні орієнтації підприємств хлібопекарської
промисловості / М. Ф. Плотніков, В. В. Мосейчук // Економіка АПК. Міжнародний
науково – виробничий журнал. – 2007. – № 12. – С. 35–38.
Supervisor: L.V. Vlasenko.