Kuroedova Liliya

Faculty of economy

Department of economy and marketing

Speciality: Economy of enterprise. Marketing

Theme of master's work:

Perfection of marketing activity of middle enterprises of base industry

Scientific adviser: Yarim-Agaev Alexandr

Abstract

Introduction

For the last decades the economy of Ukraine changed in a root. The command-administrative system is blasted, the new economic system is built. It can be defined as a economy with the mainly market type of production relations.

Presently a not alone enterprise in the system of market relations can not normally function without marketing service on an enterprise. And marketing utility with every moment all increases. It takes a place because the necessities of people, as is generally known, are boundless, and the resources of enterprise are limited. Every subject has the necessities, to satisfy which not always succeeded high-quality. To each the individual approach is needed. Therefore, a that enterprise which can most exactly to select and catch the variety of tastes survives in new terms. Marketing is instrumental in it [2].

A research object in master's degree work is the Donetsk metal-rolling factory and his marketing activity. Today the Donetsk metal-rolling factory which produced the first rental in 1958, - one of most modern and more mobile enterprises in the metal-rolling production of Ukraine. A factory is included in the first four of the Ukrainian producers on the issue of commodity metall on one working. «DMPZ», stepping in step with sometimes, carries out a reconstruction and modernization of the production.

The market of this enterprise behaves to industrial, and commodities are commodities of the production setting. Therefore there is a necessity study of the industrial marketing.

The industrial marketing is a type of activity in the field of financial production and industrial services, directed on satisfaction of necessities of enterprises, establishments and organizations, in raw material, materials, stuff wares, equipment, services, exchange, and also on the increase of efficiency of production and sale of commodities of the production setting by research and satisfaction of demand on industrial products and industrial services [1].

Basic maintenance of work

At writing of master's degree work attention the followings questions will be spared in theoretical part: 1. Basic features of the industrial marketing are principles, tasks, functions, participants of industrial market, industrial purchases and purchaser conduct. 2. Marketing policy on an industrial enterprise – commodity, price, communication, assortment politicians of the industrial marketing. 3. Organizations of marketing activity on an industrial enterprise are a management marketing activity on an enterprise, organization of marketing service on an industrial enterprise.

In the second section works will be considered such questions: market condition became metall in Ukraine and world; position at the market of factory «DMPZ».

In the process of research and study such results were got (as diagrams) [4] [5]:

Diagram 1. - Market metall in Ukraine

Diagram 2. - Production metall in Ukraine and world for 1989-2008

That space which appeared between two curves is the unutillized marketings possibilities of market of Ukraine in relation to a world market. The world market of rental, since 90th, worked on the limit of the powers, new factories were built. The market of rental in Ukraine kept enormous reserves. In spite of such situation, rates of growth of market in Ukraine considerably less rates of growth of rental in the world. There was a shortage of rental in the world market, but the Ukrainian factories from an uneffective management were not able to take advantage of this situation and to increase the stake in the world metallurgical market.

From 1999 to 2007 growth of profit registered in Ukraine, in 2007 production volumes almost attained production of 1989 volumes, however much an economic crisis, beginning in 2008, again worsened a situation at the market of rental and his production went down almost on 25%. Research of problems of metallurgy of Ukraine is a nearly task.

Diagram 3. - Production of rental at the plant and in Ukraine after 1989-2008

The «Donetsk metal-rolling factory» works not on all of the production capacity, reason of it is an uneffective management activity of all of factory on the whole. Since 1997 a factory increased the rates of growth gradually, however in 2003 a situation again began to be worsened. And to date an enterprise is at the level of 1999.

Problems, which exist at the domestic metallurgical market are very difficult, deep, and only a competent policy in all of spheres of management will help industry to go out from a crisis and with a confidence to look in future.

Diagram 4. - Price on rental in Ukraine and at the plant for 1998-2008

Diagram 5. - The World price on steel and price on a rental in Ukraine for 1998-2008

Probing a situation at the market, it is necessary also to consider basic players at this market are enterprises.

Animation (605x296 pix.; delay of 1с; 25,7кб; 5 shots; 7 reiterations, GIF Animator)

Table 1. - Rating of leading producers rental in 2007 [3]

Conclusions

On this stage of writing of master's degree work market of rental and steel research was conducted in Ukraine and world for 1989-2008, the basic questions of the industrial marketing are considered, however finished work is and after December, 2009 a complete variant can be got for an author or for a scientific leader.

Literature:

1. Котлер Ф., Армстронг Г., Сондерс Д., Вонг В. Основы маркетинга: Пер. с англ.-2-е европ.изд.- К.; М.; СПб.: Издат.дом. «Вильямс», 1998. - 105с.

2. Голубков Е.П. Основы маркетинга: Учебник. – М.: Издательство «Финпресс», 1999. - 656с.

3. Сталь - Википедия

5. Статистичний щорічник 2000, 2001, 2002, 2003, 2004, 2005, 2006, 2007. Державний комітет статистики України. За редакцією О.Г. Осауленка. Відповідальний за випуск В.А. Головко. – К.: Видавництво „Консультант”.