STRATEGIC PLANNING OF NEW PRODUCTS IN THE MARKETING ACTIVITIES OF INDUSTRIAL ENTERPRISE

Анотація

The emergence of new products on the market is an important strategic decision in industry. The development of a new product is considered one of the main components of the company's product policy. The ability to create new products is one of the hallmarks of efficient businesses. A new product is the end result of an innovative activity that is able to meet the needs of the consumer, which were not previously satisfied. Strategic planning of a new product is an important component of marketing activities of modern industrial enterprise. This is due to the relevance of this study. The article reviews the best modern marketing practices and highlights features of planning new products in the management of marketing activities of industrial enterprise. Systematic analysis, analytical and comparative methods were used for the study. The article classifies a new product for the manufacturer and for the market: world novelties; new product lines; expansion of existing product lines; repositioned goods; goods at reduced prices. Scientific approaches to determining the life cycle of innovations are outlined: commodity, process, system, effective, cyclic. Recommended strategies for bringing new products to market: the strategy of gradual maximum profit, the strategy of accelerated maximum profit, the strategy of accelerated market conquest, the strategy of gradual market conquest, the strategy of averaged parameters of market penetration. It is noted that the model of strategic planning, focused on creating and maintaining product competitiveness, allows companies to create the necessary product for the consumer, providing competitive advantages to the enterprise as a whole. Determining the competitiveness of products is an important process that concerns various aspects of the enterprise, it requires the solution of specific tasks, which is achieved in different ways: the study of production factors, technological sphere and environmental factors. Maintaining the competitiveness of products is ensured by improving the quality characteristics and improving developing new products.

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