Procedure for applying the concept of marketing planning at the company

Анотація

Introduction. During the period of instability and crisis, there is an increased risk and increased competition in the market. For the company, marketing is the mechanism by which it can seize new opportunities to survive and grow. Marketing planning is essential in terms of usefulness and importance, as the needs of society have no boundaries, while the company resources are often limited. The proper organization of marketing activities can give the company the desired profit, as well as conquer new markets and build a positive reputation. The purpose of the paper is to determine the essence of marketing planning, to analyze its systems and methods within the various concepts of marketing. Results. Marketing planning is aimed at fulfilling tasks which aim at achieving the desired level of exchange with target markets. There are five concepts under which companies plan marketing activities: production improvement planning, improvement marketing planning of the final product, intensification of the commercial efforts, generalized marketing approach and socio-ethical marketing. Marketing planning of the company is based on the usage of its three main systems: forecasting; current planning; operational planning. Each of these marketing planning systems has a certain period and its own forms of results implementations. The use of the described systems and methods of marketing planning allows the company to increase its efficiency of marketing activity and to provide its purposefulness. Conclusion. The rapid development of consumer demand is inextricably linked with the growing demands of a company to increase its market competitiveness. The activities of the companies are often carried out in different markets and therefore the enhancing of the marketing planning efficiency is becoming increasingly more important. Marketing planning should become a continuous process, the vector of which will be focused on the actions of the company operating at the flux market conditions, and through it ensure the stable profit growth and strong market positions.

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