Essence and peculiarities of classification of marketing strategies
Journal Title: Економіка. Фінанси. Право - Year 2019, Vol 5, Issue
Abstract
Introduction. Marketing strategies today are central to competition. In today's realities of the Ukrainian economy, every enterprise tries to maximize profits and promote effective marketing activities. That is why the article is devoted to highlighting the main views of modern economists-researchers on marketing strategy and its role in the modern competitive environment. The authors critically illuminate and substantiate the necessity of developing each of the stages of the marketing strategy based on the work of scientists. The importance of each of the stages is determined. The development of the enterprise strategy is carried out in conditions of uncertainty of the external environment. It is the marketing strategy that is the system of actions of the enterprise in which the internal environment is balanced with the external one. The purpose of the work is to open and clarify the concept of "marketing strategy" and determine the stages of its formation; the systematization of various types of strategies, the division of the totality of the strategies under consideration into homogeneous groups according to a certain classification. Results. The authors critically illuminate and substantiate the necessity of developing each of the stages of the marketing strategy based on the work of scientists. The importance of each of the stages is determined. None of the steps can be skipped or shortened. Only together they form a single system and provide an effective marketing strategy. Also, the authors state that the most effective marketing strategy will allow the company to resist the market in conditions of unfavorable external environment. And the use of IT technology will make this system more convenient, mobile and affordable for buyers. This, in turn, will ensure the competitiveness of the company in the market and will enable not only to resist in the event of a crisis, but also to successfully develop. Conclusions. The article analyzes the aspects of marketing strategy by the work of scientists and highlights the main stages that influence it most. They noted that when forming a marketing strategy it is necessary to take into account the whole enterprise, available resources, the position of the firm in the market, the state of demand, general economic indicators of the firm. This approach was used to classify the strategies in the presented study. The purpose of the work is fully achieved.
Authors and Affiliations
Maryna Oleksandrivna Akuliushyna, Yevheniia Oleksandrivna Kobalchynska, Viktoriia Valeriivna Lobintseva
Keywords
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