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https://repo.snau.edu.ua/xmlui/handle/123456789/13178| Title: | Формування та реалізація маркетингової стратегії підприємства сфери послуг |
| Other Titles: | Formation and implementation of a marketing strategy of a service enterprise |
| Authors: | Мороз, Ілля Олександрович Moroz, I. А. |
| Keywords: | система управління маркетингом маркетинг стратегія marketing management system marketing strategy |
| Issue Date: | 2024 |
| Publisher: | СНАУ |
| Citation: | Факультет економіки та менеджменту ; наук. керівник М. О. Лишенко |
| Abstract: | На даний час стратегічне управління є важливим фактором успішного функціонування підприємства в складних ринкових умовах, але, на жаль, часто можна спостерігати в діяльності підприємств відсутність стратегічності, що й призводить їх до поразок в конкурентній боротьбі. В умовах ринкової трансформації економіки управлінці намагаються пристосувати свої підходи до управління до світових стандартів, використовуючи міжнародний досвід та враховуючи національну специфіку бізнес-середовища. Тому пізнання та використання принципів стратегічного маркетингу є актуальною не лише теоретичною, а й практичною проблемою. Кваліфікаційна робота присвячена питанням формування та реалізація маркетингової стратегії підприємства сфери послуг. Вивчено теоретико-методологічні аспекти системи забезпечення стратегічного маркетингу. Проаналізовано організаційно-економічну та маркетингову діяльність на підприємстві. Зроблено оцінку системи формування та реалізація маркетингової стратегії підприємства сфери послуг ФОП «Мороз Антон Олександрович». Визначено перспективні напрямки удосконалення формування та реалізація маркетингової стратегії підприємства сфери послуг. |
| Description: | Currently, strategic management is an important factor in the successful functioning of an enterprise in difficult market conditions, but, unfortunately, one can often observe a lack of strategy in the activities of enterprises, which leads them to defeats in the competitive struggle. In the conditions of market transformation of the economy, managers are trying to adapt their approaches to management to world standards, using international experience and taking into account the national specifics of the business environment. Therefore, knowledge and use of the principles of strategic marketing is an urgent not only theoretical, but also practical problem. The qualification work is devoted to issues of managing strategic marketing at the enterprise. The theoretical and methodological aspects of the strategic marketing support system were studied. The organizational, economic and marketing activities at the enterprise were analyzed. An assessment of the strategic marketing support system of the FOP was made. Prospective directions for improving the system of providing strategic marketing at the enterprise in the field of transport services have been determined. In the first chapter –« Theoretical and methodological aspects of the strategic marketing support system», the theoretical aspects of the essence and content of strategic marketing are disclosed, the main principles of strategic marketing support at motor vehicle enterprises are determined, and the methodological principles of strategic marketing support at motor vehicle enterprises are studied. In the second chapter "Study of the strategic marketing support system in FOP, the organizational and economic characteristics of FOP are provided, the marketing activity of the enterprise is analyzed, and the strategic marketing support system of FOP is carried out. In the third chapter "Improving strategic marketing in the activity of a motor vehicle enterprise" directions for improving the system of providing strategic marketing at motor transport enterprises are defined and a model of organizational and economic support for strategic marketing is developed and promising directions for the strategic development of a motor vehicle enterprise are defined. With the help of the SPACE-analysis toolkit, real market strategies were determined for the FOP. As a result, it was determined that the participants of the internal environment have the greatest influence on the process of implementing the marketing strategy in terms of organizational (organizational system, distribution of powers), technological (process of implementation of freight transportation services) and financial (security of activities with own costs, profitability, etc.) components. A model of the marketing strategy development process is proposed and an organizational and functional mechanism for ensuring the implementation of the marketing strategy of the FOP is developed. A model of organizational and economic support of strategic marketing at the FOP is proposed, the effectiveness of which is determined by the fact that its implementation at a specific enterprise is carried out based on the results of the analysis of the external and internal environment, the identification of possible resources and development directions. The economic component of this model occurs in the material and technical support of the enterprise and possible costs for its improvement; organizational - in the necessary staffing and structurally functional support of the processes of the middle development and implementation of the marketing strategy. |
| URI: | https://repo.snau.edu.ua:8080/xmlui/handle/123456789/13178 |
| Appears in Collections: | Економіки та менеджменту |
Files in This Item:
| File | Description | Size | Format | |
|---|---|---|---|---|
| Мороз І_Кваліфікаційна_робота_2024.pdf Restricted Access | 1,81 MB | Adobe PDF | View/Open Request a copy |
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