Стимулювання збуту в умо- вах конкурентного ринку: досвід провідних компаній
Ключові слова:
збут, збутова політика, маркетинг, упаковка, оптимізація збуту
Анотація
Стаття досліджує ефективні стратегії збуту для компанії ТОВ «Фірма ДІАМАНТ ЛТД» на основі АВС- та XYZ-аналізу. Зокрема, розглядаються методи сегментації продуктів за їхньою важливістю та стабільністю попиту. Стаття аналізує досвід провідних компаній щодо використання маркетингових інструментів, програм лояльності та інноваційних підходів для стимулювання продажів. Висвітлюється адаптація цих стратегій до умов локального ринку, враховуючи економічні та культурні особливості. Результати аналізу допомагають визначити ключові продукти для фокусування маркетингових зусиль, оптимізувати асортимент та підвищити ефективність збутової політики. Стаття є корисною для маркетологів, менеджерів з продажу та стратегічних планувальників, які прагнуть покращити конкурентоспроможність ТОВ «Фірма ДІАМАНТ ЛТД» на ринку органічної продукції.
Посилання
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3. Grusheva V. O., Advokatova N. O. (March 11, 2020). Stimulating Purchasing Activity through Product Packaging Design. Economics, Finance, Management: Scientific Approaches and Implementation Practice: Collection of Materials from Higher Education Applicants and Young Scientists of the III All-Ukrainian Scientific and Practical Conference / Edited by N. S. Tanklevska. Kherson: KSU, pp. 54–56.
4. Illyashenko S. M. (2018) Marketing Product Policy: Textbook. Sumy: VTD "University Book", 234 p.
5. Hamaliy V. F., Romanchuk S. A., Fabryka I. V. (2012) Modern Problems of Sales Policy of Ukrainian Enterprises. Economic Sciences, no. 22(2), pp. 10–13.
6. Handa M., & Bhalla R. (2023) Marketing strategies in response to tough times – lessons from India during a global crisis. Marketing Science & Inspirations, no. 18(2), pp. 26–39. DOI: https://doi.org/10.46286/msi.2023.18.2.3
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10. Boichuk I., Dmytriv A. (2017) Industrial Enterprise Marketing. Kyiv: Center for Educational Literature, 360 p.
11. Bilovol N. V. (2002). National Traditions and Design. Bulletin of the Kharkiv State Academy of Design and Arts, issue 6, pp. 256–258.
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14. Nestlé ‒ Statistics & Facts. Available at: https://www.statista.com/topics/1439/nestle/ (accessed June 16, 2024).
15. Nestle. Available at: https://www.nestle.com (accessed June 16, 2024).
16. Lantmännen. Available at: https://www.lantmannen.ua/ua (accessed June 16, 2024).
17. Healthy Generation. Available at: http://healthygeneration.com.ua (accessed June 16, 2024).
18. Oklander M., Chukurina O. (2020) Marketing Pricing Policy: textbook. Kyiv: Center for Educational Literature, 284 p.
19. Wen N. and Guo W. (2021) ‘Toxic friends’? The farther away, the less stressful: the impact of social distance to a dissociative group on consumer choices. European Journal of Marketing, no. 55(3), pp. 925–943.
20. Bozhkova V. V., Melnyk Yu. M. (2009) Advertising and sales promotion: a study guide. Kyiv: Center of educational literature, 200 p.
21. Oleksenko L. V. (2018) Marketing policy of distribution: training. manual Kyiv: Lira-K, 468 p.
22. Krykavskyi E. (2017) Logistics and supply chain management: training. manual. Lviv: Publishing House of Lviv Polytechnic, 844 p.
23. Shpylyk S. (2012) Management of sales activities of the enterprise. Halytskyi economic gazette, no. 4(37), pp. 88–95.
24. Shevchyk M. G. (2011) Tools for assessing the sales policy of the enterprise. Scientific Bulletin of the National University of Bioresources and Nature Management of Ukraine Part. 2: Economics, agrarian management and business, no. 154, pp. 324–332.
25. Halina V. Yu., Korsunskyi G. Yu. (2017) The place of the sales system in the marketing activity of the enterprise. A young scientist, no. 4.4 (44.4), pp. 116–119.
26. Harmatyuk O. V. (2018) Modern sales system of enterprise products. Intelligence XXI, no. 3, pp. 52–55.
27. Bowersox D., Closs D. & Cooper B. (2020) Supply chain logistics management (5th ed.) Boston, MA: McGrawHill. Available at: https://www.mheducation.com/highered/product/0078096642.html
28. Naim M, Spiegler V, Wikner J., & Towill D. (2017) Identifying the causes of the bullwhip effect by exploiting control block diagram manipulation with analogical reasoning. European Journal of Operational Research, no. 263(1), pp. 240–246. https://doi.org/10.1016/j.ejor.2017.05.014
Опубліковано
2024-09-11
Як цитувати
Chichulina Ksenia Стимулювання збуту в умо- вах конкурентного ринку: досвід провідних компаній / Ksenia Chichulina, Vitaliia Skryl // Науковий журнал «Економіка і регіон». – Полтава: ПНТУ, 2024. – Т. (3 (94). – С. 94-104. – Режим доступу: https://journals.nupp.edu.ua/eir/article/view/3494 (дата звернення: 26.10.2024).
Розділ
ЕКОНОМІКА ТА УПРАВЛІННЯ ПІДПРИЄМСТВАМИ
