FORMATION AND IMPLEMENTATION OF ENTERPRISE MARKETING STRATEGIESFORMATION AND IMPLEMENTATION OF ENTERPRISE MARKETING STRATEGIES

Анотація

The purpose of the article is to emphasize the importance of forming and implementing the company's marketing strategies for modern business conditions, where competition in the market is constantly increasing. The successful implementation of the marketing strategy determines the competitiveness of the enterprise on the market, allows you to attract more customers and establish stable relations with them, and increase sales volumes. The marketing strategy covers the division of the target market, the determination of the range of products, the establishment of the price policy, the organization of sales and advertising activities, as well as the adaptation of production processes taking into account the principles of marketing and the planning of marketing activities. This topic focuses on the main stages of building a marketing strategy, namely: analysis of the market and competitors, definition of goals, SWOT analysis, choice of strategic directions, development of marketing plans and control over their implementation. In the course of the study, it was investigated that the formation of a marketing strategy consists of a deep analysis, on the basis of which the strategy is formed, and its distribution in the production process. It is important to analyze the market, competitors, company and objectives before establishing a marketing strategy. SWOT-analysis acts as an assistant in choosing a marketing strategy, because it provides all the necessary information about the enterprise. The implementation of marketing strategies requires constant improvement and adaptation to changes in the environment, determination of enterprise goals, constant monitoring of internal and external processes, which allows enterprises to successfully compete and achieve success in the market, stand out among other products and be remembered by the client. A business needs constant attention, creativity, flexibility and the right use of resources to achieve success. Of course, there may be difficulties, but if you organize the process correctly, the goals will definitely be achieved. Keywords: marketing strategy, competitiveness, SWOT-analysis, marketing strategy formation, marketing strategy implementation, marketing goals.

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