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
|