Abstract
Contents
- Relevance of the topic
- The aims and objectives of the study. Scientific novelty
- Research Methods
- The practical significance
- The main content of the master's work
- Conclusion
Relevance of the topic
Today, many experts recognized a crucial role of marketing. And it is important for businesses of any sector of the economy. One of the most important elements of the organization of marketing activity is the construction and implementation its strategy.
The essence of marketing in today's consumer market is the priority of the individual needs of the entire production and business activities of the enterprise. Therefore, marketing must be considered not only as one of the control elements, but also as a global function, which determines the content of the entire value of the company. Because of all the modern marketing is becoming primarily a strategic, focused and growing scientific validity of marketing decisions, short-term plans are increasingly based on long-term programs to identify the global goals of the enterprise in the market. In recent years, more and more companies have resorted to developing the company's development strategy and thus to strategic planning.
Such tool in the management of the company as marketing must be set correctly, because that marketing plays a significant role in the commercial success of the enterprise. And under the circumstances, in our region the hotel business industry is in a difficult position. Now it is especially important to find the most suitable solution to enhance the attractiveness and competitiveness of the hotel enterprise.
The aims and objectives of the study
The object of study is the marketing activities of the company OOO "Atlas of Donbass".
The subject of research is the development of methods of marketing strategy.
The aim of the work is to develop the marketing of the company.
Achieving the objectives of the study required the following tasks:
- define the role and tasks of strategic marketing in solving the problem of improving business management;
- an analysis of the strategic attractiveness makrosegmentov underlying market organization;
- analyze the strategic competitiveness of the organization;
- make a choice of marketing strategy of development of the organization;
- to consider the organization of marketing service;
- develop a marketing plan;
- examine the program and promote the involvement of consumers;
- economically justify the proposed activities.
Research Methods
The methodological basis of the study was the work of modern domestic and foreign scientists in the field of marketing, strategic and innovation management, brand management, etc. In order to form a marketing strategy research information base steel: analysis of statistical, financial and planning documents, materials, marketing department.
The scientific results of the work lies in the formation of an effective marketing strategy for the effective management of the enterprise.
The practical significance
The practical significance of the results is to offer concrete proposals to improve the effectiveness of marketing activities that could be implemented at the level of enterprises in various industries. The results of this work can also be used to further theoretical market research.
Use in practice the results of the study will enable more effective to shape the marketing policy of the company, determine the market feasibility of the choice and implementation of specific innovations. Practical value of work consists in a substantiation of methodical recommendations to improve the quality of marketing activities of enterprises and ensuring its economic efficiency.
The main content of the master's work
In the introduction the urgency of research topics defined purpose, subject and object of study; formed the main objectives of the study are given scientific novelty and practical significance of the results.
The main objective of the first section "Theoretical features of the use of marketing tools in enterprise management" is based on the characterized the introduction of relevance of the topic of research, in the synthesis of theoretical and methodological approaches to the use of marketing in strategic management now. To do this, you need to open an object-subject area of study, the degree of its study in the theory of strategic development and the availability of more unresolved issues in general and of the application of marketing in strategic management. In this regard, the main objective of the first section is an update on the basis of an analytical review of the scientific literature, the basic categories of enterprise management problems and the definition of scientific approaches to developing a marketing strategy.
In the second section "Analysis of the current activity of the enterprise and ways of improving marketing strategy," The condition of the marketing policy of the company and discussed perspective directions of the company's marketing improvements.
In an analysis of the marketing activity of the enterprise was found a number of solutions to improve the use of marketing instruments. Therefore, on the basis of the study taking into account the decisions on improving the work of marketing activities will be built a new marketing strategy of the enterprise.
The new strategy should be based solely on consumer preferences. First and foremost, the study was conducted using a questionnaire. Staying in the room, the guest filled out a questionnaire, which noted the level of service, their wishes and preferences to improve conditions while staying in the hotel.
Based on 4P complex, monitoring the pricing policy was carried out, communication, product and sales, as well as SWOT-analysis for internal and external characteristics of the hotel. This analysis helped to form a new marketing strategy.
In the third section, "The formation of a new marketing strategy and recommendations to improve the marketing of the company" offers practical marketing strategy and recommendations for improving the attractiveness and competitiveness of the enterprise.
Of course, you need stable funding for the successful implementation of the marketing strategy, which should pay off in the framework of the planning period.
In this section, we calculated the economic indicators, which reflects the impact of the new strategy.
Conclusions
Effective implementation of the marketing strategy contributes to the commercial success of the enterprise. Based on well-formed strategy going reorganization of internal processes of the company, which in turn affects the hotel's positioning, customer communication channels, etc. The new strategy allows us to consider all the activities of the company with another point, which entails the modernization of processes at work.
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