PROBLEMS OF CHOOSING AND MANAGING THE STRATEGY OF MARKETING ACTIVITIES OF A BUSINESS ENTITY

Olha Raibukha

doi:10.32782/2707-8019/2024-1-4

Olha Raibukha Bohdan Khmelnytskyi National University at Cherkasy https://orcid.org/0000-0003-0583-9377

DOI: https://doi.org/10.32782/2707-8019/2024-1-4

Keywords: marketing, marketing theory, marketing strategy, strategic management, strategic marketing, marketing activities

Abstract

The article examines the content of marketing strategy and its role in the activities of an enterprise, considers the views of various scholars on the concept of «marketing strategy» and summarizes the main features of this concept. It is determined that for a successful and stable business, the management of any company needs to use a number of strategies, one of which should be a marketing strategy. Its development requires careful analysis, sequence of actions, validity and consideration of all necessary elements. The author proves that failure to take into account something essential in the marketing strategy will inevitably lead to a decrease in the competitiveness of an enterprise. The paper emphasizes that marketing is an integral element of strategic management of an enterprise. Thanks to marketing methods and market regulation, it is possible to predict the market reaction at a certain moment, adjust the action plan and ensure the sustainability of an enterprise in a competitive environment. Marketing is one of the ways for any company to survive in today's competitive market. The market requires the company to adhere to the axioms of marketing theory and practical experience. A strategy as a long-term plan allows you to combine theory and practice to form a development perspective. A marketing strategy is an integral part of the entire strategic management of an enterprise. It is a plan of its business activity. The author emphasizes that it includes identification of the target audience, development of a unique product or service offer, selection of optimal promotion channels, establishment of pricing policy and other measures aimed at attracting customers and increasing sales. The article determines that the main task of the marketing strategy is to maintain and develop the production process, the intellectual potential of the company's employees, to improve the range and quality of goods produced, to develop new markets, to increase sales and, ultimately, to improve performance. Marketing is primarily concerned with the practical implementation of strategic goals aimed at the future, i.e. solving tactical tasks of the enterprise, which is subject to the need to consistently update strategic approaches.

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