UDC 339.138:073.51(513)(4-15)
Main factors
influencing Companies Marketing Strategy
Issaeva Ainur Tursinaliyevna- candidate of
economic sciences, associate professor
Zhuzbaeva Aigul Tursinaliyevna -candidate of
economic sciences, associate professor
Aliyev Mels Tursinovich – MA student of 2-course
Abay Kazakh national pedagogical university
"A carefully
designed plan, as a rule, fails, because the circumstances for which it was
developed, will inevitably change" - Helmuth von Moltke (Prussian general
of the XIX century)
The strategy is a
general, non-detailed plan of an activity covering a long period of time, a
method of achieving a complex goal that is indefinite and central to the
manager at the moment, further adjusted to the changed conditions of the
existence of a strategic manager. The objective of the strategy is to
effectively use the available resources to achieve the main goal. Tactics is an
instrument for implementing the strategy and is subordinated to the main goal
of the strategy. A marketing strategy is an element of the company's overall
strategy (corporate strategy), which describes how a company should use its
limited resources to achieve maximum results in increasing sales and long-term
sales profitability.
The marketing environment includes the actors and forces outside
marketing that affect marketing management’s ability to build and maintain
successful relationships with customers
The company's
specialists should analyze the alignment of forces in the market from the point
of view of identifying strategic groups, that is, it is necessary to classify
competitors according to the nature of their strategies and position held in
the market. This model determines the competitors of the company through the
prism of what competitive strategies they use in their work. This approach is
good for the definition and analysis of competitors, as members of one
strategic group are not only similar, but also equally exposed to any existing
changes in the market. As a result, they are likely to react equally to
competitive risks and actions.
The company's
competitive strategy can be defined with the help of several parameters that
distinguish it from other industry representatives.
Classification of
competitive strategies by M.Porter
Classification of
competitive strategies by F. Kotler
Classification of
competitive strategies by J.Traut and E.Rais
Microenvironment consists of the actors close to the company
that affect its ability to serve its customers, the company, suppliers,
marketing intermediaries, customer markets, competitors, and publics.
Suppliers: Provide the resources to produce goods and
services; Treat as partners to provide customer value.
Suppliers of Air Astana company are mainly Chinese
companies like: Shantou; Fujian.
Main products:Boeing 787, Boeing 767, Airbus A320 è Embraer 190
The Company’s
Microenvironment
Competitors
• Firms must gain
strategic advantage by positioning their offerings against competitors’
offerings
The
main competitors of Air Astana
SCAT Airlines, Berkut air and others
However, the advantages of Air Astana are:
• 1) online booking ; 2)
High service ; 3) long-haul flights ; 4)
special services for: children, adult people and animals; 5) Save flights
Marketing Intermediaries
Help the company to
promote, sell and distribute its products to final buyers
The main company’s marketing intermediary is “Tengri”
magazine.
Air Astana's interesting
and informative in-flight magazine Tengri is another way the airline is
improving passenger service. Tengri helps travellers to pass flight time and is
a memorable source of useful and entertaining information. For many foreign
visitors, especially those coming to Kazakhstan for the first time, Air
Astana’s magazine forms their first impression of the country.
Publics
Any group that has an
actual or potential interest in or impact on an organization’s ability to
achieve its objectives:
Financial publics,
Media publics, Government publics, Citizen-action publics, Local publics,
General public, Internal publics.
Publics of Air Astana: Financial publics: Samyryk Kazina and BAE Systems PLC; Media publics: own web-site http://www.airastana.com; Government publics: Samyryk- Kazina; Local publics: workers of “Air Astana” ; General public: Consumers, citizens who are fighting
The Company’s Macroenvironment
Macroeconomic factors. Some factors in the economic environment
must be constantly diagnosed and evaluated, The state of the economy affects
the objectives of the firm. This is the rate of inflation, the international
balance of payments, employment levels, the distribution of income of the
population, changing demographic conditions, etc. Each of them can represent
either a threat or a new opportunity for the enterprise.
Macroenvironment
•
Larger
societal forces
Demography: the study of human populations-- size,
density, location, age, gender, race, occupation, and other statistics
• Demographic environment: involves people, and people make up markets
• Demographic trends: shifts in age, family structure, geographic
population, educational characteristics, and population diversity
Economic environment consists of factors that affect consumer
purchasing power and spending patterns
Natural environment: natural resources that are needed as inputs by
marketers or that are affected by marketing activities
Technological
Environment
• Most dramatic force in
changing the marketplace; New products,
opportunities; Concern for the safety of new products
The company uses new
airplanes:
The first Airbus A321;
Air Astana Takes Delivery of Second Airbus A320 with Sharklets; Damage to the
aircraft caused a flight delay from Almaty to Uralsk; About 150 passengers of
“Air Astana” can not fly from Hoshmin to Almaty.
Political environment
Laws, government
agencies, and pressure groups that influence or limit various organizations and
individuals in a given society: Government required to follow
the standards of passenger services;
Air
Astana Conducts Day of Knowledge Campaign in Four Cities; Air Astana
participated in 12 charity campaigns in 2013. The airline will continue
offering support to the children’s homes and boarding schools in Kazakhstan.
Air Astana strongly believes in the principles of consistency and regularity in
the implementation of charitable and sponsored programs when making its
contribution to improve life in society.
Literature:
1. Êîòëåð, Ô. Îñíîâû ìàðêåòèíãà. 5-å èçä. /
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2. Êóçíåöîâà, Ë.Â. Îñíîâû ìàðêåòèíãà: Ó÷åáíîå ïîñîáèå /
Ë.Â. Êóçíåöîâà, Þ.Þ. ×åðêàñîâà. - Ì.: Âóçîâñêèé ó÷åáíèê, ÈÍÔÐÀ-Ì, 2013. - 139
c.
3. Shantou Tongde Craft
Products Co., Ltd.
4. Cooperate
Logistics Co., Ltd.
5. 5. Fujian
6. Ìàðêåâè÷, À.Ë. Îñíîâû ýêîíîìèêè, ìåíåäæìåíòà è
ìàðêåòèíãà äëÿ ìîðñêèõ ñïåöèàëüíîñòåé ðûáîïðîìûñëîâîãî ôëîòà / À.Ë. Ìàðêåâè÷. -
Ì.: ÌÎÐÊÍÈÃÀ, 2012. - 267 c.
7.
Playing to Win: How
Strategy Really Works Kindle Edition by A. G. Lafley (Author), Roger Martin (Author)