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MARKETING IMPLEMENTATION AS ONE OF THE MAIN FACTORS IN PROVIDING INDUSTRIAL ENTERPRISES WITH ECONOMIC EFFICIENCY INCREASING
Ткаліч Ярослава
студент,
Національний університет «Києво-Могилянська академія»,
м. Київ
 
MARKETING IMPLEMENTATION AS ONE OF THE MAIN FACTORS IN PROVIDING INDUSTRIAL ENTERPRISES WITH ECONOMIC EFFICIENCY INCREASING
 
One of the reasons why sustainable development does not occur in industrial field in our country is a poor marketing mix functioning on the industrial enterprises. Though marketing has been integrated in work of domestic companies on the FMCG market, the necessity of its implementation in functioning of enterprises that work on heavy industry market seems to be not so obvious for our entrepreneurs. The problem is that the competitiveness of companies in this sphere on the global market will remain low if innovative approaches do not take place in their management and marketing policy.
It has been claimed abundant number of times about potential competitive advantages of Ukrainian national economic complex. Indeed, there are still lots of opportunities in creating relatively powerful in global meaning net of industrial enterprises. So, what we do not have: lack of possibilities or lack of desire? In certain extent we do not have both.  The potential of industrial as well as fuel and energy complexes is decreasing extensively every year, since lack of investments lead do decline of industry so that it complicates or even makes impossible development of competitive advantages. [1] Moreover, it seems like entrepreneurs either do not want implementation of new approaches in business processes or even just do not know what to do, or how to start introduction of new policy in company.
No doubt, that one of the most crucial factors of development is investments. But if it happens that they are quite poor and they are not enough for providing the company with thriving, what should a businessman do? Or, for instance, investments have enabled the improvement of physical infrastructure, but still changes in gross profit are not appreciable. What is the problem that pushes the company from flourishing? The answer lies in adjusting marketing instruments in policy of enterprises.
Marketing is an answer for the question to solve in creating and fastening competitive advantages in market conditions. Moreover, in order to create a competitive product on the global market a wide range of marketing tools should be implemented in enterprises’ functioning. Besides, their integrated synergetic action will enlarge possibilities greatly.  It is also important to add that according to global conditions marketing has become a must in order to obtain vantage ground. A thorough insight into the necessity of marketing tools provides increase both of income and competitive advantages.
However, there is still one significant feature that is required to economic efficiency increasing – it is the way of thinking. All in all, everything starts from attitude to business and alternatives that it creates and the problem is that this factor cannot be altered in short-term period. Unfortunately, representatives of our nation do not have the propensity to accept necessary changes fast, so this process may become a serious challenge in implementation of marketing instruments. So, in order to create new conditions in company’s function including use of marketing tools enterprisers should be eager to abandon their conservative views on leading business processes.
To sum up, Ukrainian industrial companies have lots of competitive advantages that are constantly, however, decreasing every year. In order to alter sad situation that takes place on both domestic and global markets some urgent measures should be taken. The best solution is the implementation the whole wide range of marketing tools that will provide the companies with sustainable development and general economic indexes increase.
 
Список використаних джерел
1.  Електронний інтернет-ресурс. Сайт Державного комітету статистики http://www.ukrstat.gov.ua
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