ОСНОВНІ АСПЕКТИ ПРОВЕДЕННЯ СТРАТЕГІЧНОГО МАРКЕТИНГОВОГО АУДИТУ ОЛІЙНОЖИРОВОЇ ПРОМИСЛОВОСТІ
Journal Title: Вісник Харківського національного аграрного університету ім. В.В. Докучаєва Серія “Економічні науки” - Year 2018, Vol 1, Issue 2
Abstract
Nesterenko S.A. The main aspects of conducting a strategic marketing audit of the oil and fat industry. The peculiarities of the organization and the algorithm of conducting a strategic marketing audit of the oil and fat industry are substantiated in the article. Nowadays marketing audit is a systematic, critical and objective study of the environment, goals and strategies of the enterprises’ activity or of the branch of industry in the sphere of marketing in order to reveal the opportunities, problems and to work out the plan of development with the help of which it is possible to improve the state of an enterprise or an industry in the whole. The purpose of the marketing audit of the oil and fat industry enterprises is to determine the marketing objectives and marketing strategies of the enterprises in the given industry. The task of the marketing audit of the oil and fat industry enterprises is to present the most effective ways to achieve their main objectives, in particular covering the maximum impact markets, maximizing the profits, and working out a strategy for further industry development. The opportunities provided by the strategic marketing audit of the oil and fat industry are determined. To conduct an audit of the marketing system for the oil and fat industry, as well as any other audit, is impossible without its planning. It is especially important when taking into consideration the strategic goal of perfoming the marketing audit. Therefore, the process of a marketing audit planning is an important procedure in organizing and conducting an audiingt by the means of the marketing activities of the enterprises and the industry in the whole. It has been established that conducting an audit in the marketing system for the oil and fat industry, as well as any other audit, is impossible without its planning. A number of system marketing actions, which provide marketing audit, are substantiated. Key words: marketing audit, strategy, strategic development of the enterprises, forms of marketing audit.
Authors and Affiliations
С. А. Нестеренко
Keywords
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- EP ID EP514086
- DOI 10.31359/2312-3427-2018-2-217
- Views 85
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