Title:

MARKETING APPROACH AS A SYSTEM-COMPLEX SOLUTION OF PROBLEMS IN COMPETITIVENESS OF ENTERPRISES

Authors:

Fedorova, Tetiana

Bibliographic description:

Fedorova, T. (2019) Marketynhovyi pidkhid yak systemno-kompleksne vyrishennia problemy pidvyshchennia konkurentospromozhnosti pidpryiemstv [Marketing approach as a systemcomplex solution of problems in competitiveness of enterprises]. Sotsialno-ekonomichni problemy i derzhava [Socio-Economic Problems and the State] (electronic journal), Vol. 20, no. 1, pp. 63- 77. Available at: http://sepd.tntu.edu.ua/images/stories/pdf/2019/19ftvpkp.pdf

Issue Date:

31-may-2019

Submitted date:

march-2019

Publisher:

Ternopil Ivan Puluj National Technical University

DOI:

https://doi.org/10.33108/sepd2019.01.063

UDC:

65.012.1:658.8

JEL: 

D21
D41

Keywords:

enterprise competitiveness
factors of influence
marketing approach
marketing tools
market
bakery enterprises

Pages: 

14

First page: 

63

Last page:

77

Abstract:

The article investigates and groups the scientific achievements of foreign and domestic scientists on the issues of competitiveness of enterprises and factors influencing its level. On the example of the bakery enterprises, a system of factors (internal and external ones) impacting the level of enterprises competitiveness was developed. Mission and goals of the enterprise which determine its management, marketing and sales activities, the scale of bakery products production and their range, level of technical equipment, technology, innovation and investment activities, image of the enterprise, product competitiveness, social responsibility (social strategic product), marketing mix, financial position, economic, production, resource and marketing potential are identified as internal factors. External factors of direct impact include competitors, suppliers, partners, real and potential consumers. External factors of indirect impact are determined as follows: demographic factors, scientific and technical progress, political and legal factors, economic ones, bread and bakery market infrastructure; resources, socio-cultural factors, shadow market of bakery products, non-legal factors.

The importance of the marketing approach to increasing the enterprises competitiveness was determined. The components of the marketing offer of bakery products (the product’s general idea, price, quality level and compliance with standards, product mix and line, packaging and labelling, environmental friendliness, point of sale (retail trade), brand, positioning, unexpected characteristics) and the influence of these elements on the consumer's choice are indicated. The effectiveness of using marketing tools to promote products on the market is substantiated. The types of differentiations are analyzed and the most optimal for baking enterprises is determined. The price aspect of marketing tools is investigated. The use of the marketing approach which makes it possible to increase the competitiveness of enterprises, to develop an effective commodity policy, to establish communication with the consumer and expand the markets for products is proven.

Keywords: enterprise competitiveness, factors of impact, marketing approach, marketing tools, market, bakery enterprises.

ISSN: 

2223-3822

Copyright owner:

Scientific Journal "Socio-Economic Problems and the State", 2019

References: 

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Issue type:

Article

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