THE CONCEPT OF FORMATION AND CONDITIONS OF IMPLEMENTATION OF THE MARKETING STRATEGY OF THE ENTERPRISE OF THE MODERN MACHINE-BUILDING INDUSTRY

Abstract

The article discusses the conceptual foundations and issues of forming the marketing strategy of an enterprise, its place and role in the overall development strategy of the modern machine-building industry. The stages of the formation of a marketing strategy for the successful operation of an enterprise are characterized. The complex of economic and organizational problems of the implementation of the strategic marketing approach is disclosed. The main directions of improving the marketing activities of machine-building enterprises are considered. The procedures for marketing research in the creation of competitive products have been developed. Marketing management activities are summarized.The specifics of the development of a marketing strategy taking into account strategic changes are shown. The article considers modern methods and tools for enhancing the influence of the management mechanism on the development of a manufacturing enterprise, the possibility of direct management of strategic changes, which should be understood as a structured process, the task of which is to propose and implement changes in connection with the technical and economic capabilities of an enterprise in the engineering industry.Crisis phenomena in the machine-building industry of Ukraine, limited domestic demand for domestic products, low level of innovation activity of domestic enterprises requires a revision of strategic approaches to the organization of management. The tendency of increasing uncertainty and the development of marketing orientation have led to the dominance of the strategic approach in the activities of economic entities, which raises the need to consider the main tasks of strategic marketing in the management system of machine-building enterprises.A necessary condition is the use of the whole set of marketing activities in order to sell the products of this industry, because today in Ukraine mainly use only some elements of marketing of machine-building products (especially sales). The development of a successful strategy of machine-building enterprises and appropriate marketing measures is impossible without reliable and verified information about the product market in this area, one of the ways to obtain which is to conduct marketing research.