Маркетинговий підхід до управління діяльністю виробничих підприємств

Abstract

У статті обґрунтовано необхідність використання маркетингового підходу до управління діяльністю виробничих підприємств, визначено основні принципи організації управлінських структур, завдання відділу маркетингу задля забезпечення ефективної роботи виробничих підприємств.

В статье обоснована необходимость использования маркетингового подхода к управлению деятельностью производственных предприятий, определены основные принципы организации управленческих структур, задачи отдела маркетинга для обеспечения эффективной работы производственных предприятий.

The article substantiates the necessity of using a marketing approach to the management of the activity of production enterprises and finding new ways in forming the corresponding organizational structures. The marketing approach to managing a production enterprise characterizes it as a complex system that allows linking the capabilities of this business entity with the needs of the market and gaining advantages over competitors. The main factors influencing the organization of marketing activities of manufacturing enterprises (external and internal) and factors influencing the behavior of their end users (social, informational and consumer installations) are determined. The basic principles of the organization of management structures, the task of the marketing department in order to ensure the effective operation of production enterprises are determined. Using the concept of marketing as the basis for making managerial decisions, a production enterprise has a real opportunity to achieve the desired commercial outcome and avoid the threats present on the market. When forming a marketing service at a production enterprise it is necessary to take into account the main directions of its commodity, price and marketing policies, the specifics of the chosen communication strategy, the size and nature of the enterprise's activities, production capacities, and innovative potential. The orientation of manufacturing enterprises to the use of a marketing approach requires a change in the structure of their management. At the same time, the marketing department and its managers, which will determine the future directions of the activities of all other services, will be the first place in the management of business entities. It is determined that the basic approaches to the formation of integrated marketing structures traditionally include functional, commodity, regional, segment and matrix. On the basis of comparative analysis, the advantages and disadvantages of organizational models for building a marketing department have been identified. The substantiated marketing policy is an instrument for ensuring effective economic activity, its compliance with market conditions. Efficiently planned and realized marketing activity of manufacturing enterprises contributes to the increase of market share, the growth of sales volumes, profit, and the formation of new approaches to preserving the distribution network and attracting new consumers, which ensures the operation and development of industrial enterprises of food products even in adverse market conditions. Therefore, the creation of integrated marketing structures and the selection of organizational models of the mar-the creation of integrated marketing structures and the selection of organizational models of the marketing department focus on the introduction of a systematic approach to the practical adaptation o marketing activities of manufacturing enterprises.