INVESTIGATION OF THE MARKETING POTENTIAL OF INDUSTRIAL ENTERPRISE ON THE EXEMPLE OF PJSC "OTIS"

Abstract

Recently, marketing has become an integral part of the strategies of many organizations. It becomes more and more understandable and used in Ukraine, and, if earlier this phenomenon of economic life was a kind of exoticism, namely the word "marketing" seemed strange, now marketing is the most important component of the success of any enterprises, firms, companies: large and Small, commercial and non-profit, national and international. As in any other system, it is impossible to determine the most important component. Potentially, each of them, in case of failure, will be able to destroy the entire mechanism. But special attention should be drawn to the compliance of the program's goal and strategy. For the construction of the program and the definition with the strategy it is necessary to conduct an economic analysis of the environment in which the enterprise functions and determine marketing potential. Marketing activities are even and currently aimed at identifying specific objectives and ways of their implementation. In the modern world, the manufacturer must produce such products that will find sales and bring profits to the enterprise. To do this, it is necessary to study the social and individual needs of the client, a market request as a condition and prerequisite for production. The concept lies in the fact that production begins with consumption rather than exchange. Marketing potential is a component of production capacity and is considered as potential: - production; - Marketing; - informational; - technical and technological; - organizational; - social; - Financial. Each segment affects others. Under similar potential, the possibility of all factors to form competitiveness of the enterprise is considered. Marketing potential is an integral part of a marketing strategy that focuses on improving the competitiveness and growth of enterprise profits through the unification of all its resources to identify and attract consumers and maintaining the most profitable ones. Consider the marketing potential of the enterprise "Otis" we will be on the side of assessing the results of obtaining new clients through the analysis of conversion and recovery indicators, as well as customer retention and cash flow analysis.