Экономические
науки/10.Экономика предприятия
Candidate of
Economic Sciences: Bubenets I., Kot E., Chatchenko
O.
Kharkiv State University of Food Technology and Trade, Ukraine
Assessment of marketing resources in the process
of formation of marketing potential of trade enterprise
The
modern enterprises of the trade sphere are in a difficult economic situation,
and their development is caused by increase in dynamism of the marketing
environment. We consider that in such conditions only strategically oriented
trade enterprise which continuously increases the marketing potential can
actively develop and raises competitiveness due to its effective use. However,
development of marketing capacity of trade enterprise directly depends on the
level of using its marketing resources. In this regard, there is a problem of
assessment of marketing resources in the process of forming of marketing
capacity of trade enterprise for the purpose of ensuring long-term competitive
advantage in the market of retail trade. Therefore, the mechanism of estimation
of using marketing resources of the economic object of trade area is of
particular importance and staticizes the direction of a research.
Researches
of marketing capacity of the entity need to be begun with diagnostics of its
marketing resources. Ownership of high-quality resources increases chances of
the enterprise of achievement of success in conditions of market changes (Balabanova, 2006). Are a part of
marketing resources: material, non-material, labor (marketing personnel),
financial, information, spatial, hour and innovative resources (Ryabenko, 2010; Grosul and
Artemenko, 2013).
The
conducted researches (Balabanits, 2009; Bozhko, 2013; Grigorjeva, 2014; Mazhinsky, 2003; Rozhko and Burlytska, 2013; Tyagunov, 2014) have allowed
us to allocate the main approaches concerning assessment of the making
marketing resources, namely:
- it is reasonable to
analyze material marketing resources in the following sequence: studying of
retail chain stores; analysis of warehouse economy, trading equipment;
determination of technical support of marketing personnel; diagnostics of
commodity, price, sales, communication potential; efficiency evaluation of use
of material resources;
- is result of
assessment of non-material marketing resources: bases of marketing information;
trademarks and signs; brands; new goods; development strategies of the entity
and program of their embodiment; the created base of the available consumers
and business partners; order portfolio; a line item in the market; marketing
know-how; business reputation which is created thanks to commodity, price,
sales and communication marketing efforts;
- the
analysis of financial marketing resources of trade enterprise needs to be
performed on the following the directions: research of the amounts of financing
of a marketing activity of the entity; research of a general financial position
of the entity; efficiency evaluation of use of financial marketing resources;
- assessment of
marketing personnel (manpower) needs to be carried out taking into account the
concept of personnel policy of the entity, namely: to analyse planning process
of personnel policy, the procedure of search and employment of new workers, to
perform assessment of level of competence of personnel and efficiency of its
use;
- in
the course of the research of information marketing resource of the enterprise
it is necessary to analyse: equipment level computer equipment, use of system
approach to information support, use of opportunities of the Internet,
technique of collection and handling of marketing information, presence of
qualified specialists in information support;
- spatial marketing resources − it is assessment of trade rooms
and the territory of the entity, availability and a condition of
communications, a possibility of their expansion, location and a business
location, distance from suppliers and consumers, nearness to transport ways;
- hour resources are fund of time which is used by
system or a subsystem of the entity for implementation of the purpose for the
sake of which it exists. These resources are closely connected with use of
technical, technological and personnel resources;
- during assessment
of components of an innovative resource of marketing it is necessary to
allocate: potential of developing of new goods/trademarks; potential of
development of new sources of supply; potential of developing of new services /
services, etc.
We
consider that it is very difficult to give a quantitative assessment to
marketing resources, each entity has the specifics therefore we agree with
scientists that estimation of compound marketing resources and determination of
potential of marketing resources need to be carried out by means of an expert
evaluation. As experts it is offered to use a heads of related departments of
the enterprise, and also experts from active intermediaries and suppliers of
the enterprise. The wide range of experts will give the chance to provide more
exact results of estimation of potential of marketing resources (Ryabenko, 2010).
We
suggest to carry out process of estimation of the making marketing resources in
four steps:
1.
Allocation of individual indicators for estimation of each component;
2.
Determination of level of potential of each allocated indicator method of
expert evaluations (Рі);
3. To
appropriate to each allocated indicator weight coefficient (lі);
4.
Calculation of level of potential of the allocated indicator (Рі lі)
As a
result we suggest to calculate the potential of marketing resources of the
enterprise thus:
(1)
where:
Pmr – the potential of
marketing resources;
Pі – potential of the
component element і;
lі – weight coefficient of the component element і;
n –
quantity of the component elements.
The
conducted researches of economic literature (Balabanova, 2006; Barancheev and Strizhev, 1994; Bozhko, 2013; Mazhinsky, 2003; Tyagunova, 2014; Fedonin et al., 2003) allow
to claim that for an efficiency evaluation of marketing resources of the
enterprises mostly complex methods which are mainly based on use of quality
standards are used. However, in our opinion, the available systems of
indicators which are mainly applied in quantitative methods of estimation, as a
rule, characterize effectiveness of a marketing activity at the enterprise and
don't consider a ratio of effect and expenses on its implementation.
After
assessment of marketing resources in the process of forming of marketing
capacity of trade enterprise, observance of the chosen strategy by
synchronization of a marketing activity with common goals of the entity will
allow the entity to provide recommendations.
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