MARKETING AS A FUNCTION KEY QUALITY MANAGEMENT AT THE ENTERPRISES OF RAILWAY TRANSPORT
Journal Title: Проблеми і перспективи розвитку підприємництва - Year 2014, Vol 1, Issue 6
Abstract
Вased on the conducted research, the article argues for the need to improve the overall quality management process in railway enterprises through the use of marketing management. The study used such general scientific methods as structural, logical, and system analysis, deduction and induction, synthesis. It is proved that the practical implementation of marketing management in railway enterprises can be divided into three levels. At the first level - at the level of the State Railways Authority ( "UZ" ) - the mission and general objectives of quality management is formed, marketing audit and analysis is performed and strategic planning of railways’, economic activities is carried out. At the second level of affiliate companies strategic planning for quality management is carried out, marketing strategies and tactics are developed, marketing activities within the organization's management are planned. The third level is the level of structural units responsible for marketing in the classical sense and includes traditional phases: analyzing market opportunities, selecting target markets, developing the marketing mix, and implementing marketing activities. It is concluded that marketing management plays a key role in quality management and business activities of the railway enterprises. First, marketing management provides guiding methodological principles - the marketing concept, which provides orientation of railways enterprises on their customers needs. Second, marketing provides the initial data for the development of a strategic plan for a railway company as a whole, helping to identify attractive market opportunities and allowing estimation of the potential of the organization. Third, within each division of a railway company marketing helps to develop the strategy of achieving the goals set for organization.
Authors and Affiliations
Oleksandr Ivanilov, O. Grishko
Keywords
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- EP ID EP152549
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