Стимулювання збуту в умо- вах конкурентного ринку: досвід провідних компаній

Ksenia Chichulina; Vitaliia Skryl

doi:10.26906/EiR.2024.3(94).3487

Authors

Ksenia Chichulina National University "Yuri Kondratyuk Poltava Polytechnic" https://orcid.org/0000-0001-7448-0180
Vitaliia Skryl National University "Yuri Kondratyuk Poltava Polytechnic" https://orcid.org/0000-0003-4064-8146

DOI:

https://doi.org/10.26906/EiR.2024.3(94).3487

Keywords:

procurement, purchasing policy, marketing, packaging, procurement optimization

Abstract

The article delves into effective sales strategies tailored for LLC "Firm DIAMANT LTD," leveraging ABC and XYZ analysis to enhance market performance. It presents a comprehensive examination of how segmenting products based on their revenue contribution and demand stability can drive sales growth. ABC analysis identifies high-revenue products, while XYZ analysis evaluates their demand consistency. By integrating these analyses, companies can optimize their product offerings and strategically prioritize marketing initiatives. In addition, the article reviews the practices of leading companies in utilizing various marketing tools, loyalty programs, and innovative techniques to boost sales. It highlights successful case studies of employing social media, content marketing, and affiliate marketing to attract and retain customers. The article emphasizes the importance of adapting these strategies to local market conditions, taking into account economic and cultural nuances to deliver a more personalized consumer experience. The findings from the analysis provide actionable insights for pinpointing key products that should receive targeted marketing efforts, optimizing product assortments, and enhancing overall sales strategies. For instance, products categorized as A, with high and stable demand, can be promoted through aggressive advertising campaigns and loyalty programs. In contrast, products in category C may require tailored promotional tactics to elevate their market appeal. This article serves as a valuable resource for marketers, sales managers, and strategic planners aiming to enhance the competitive edge of LLC "Firm DIAMANT LTD" in the organic products sector. It offers detailed recommendations on harnessing data analysis to make strategic decisions, boost profitability, and foster sustainable growth. Furthermore, the article explores the potential for integrating new technologies and methodologies in sales, which could significantly influence the company's success in the long run. It underscores the necessity of continuous innovation and adaptability to remain competitive in a dynamic market environment.

Author Biographies

Ksenia Chichulina, National University "Yuri Kondratyuk Poltava Polytechnic"

PhD in Technical Sciences, Associate Professor

Vitaliia Skryl, National University "Yuri Kondratyuk Poltava Polytechnic"

PhD in Economics, Associate Professor

References

Bagorka M., Abramovich I., Kravets O. (2024) Organization of Sales Policy in the Marketing System of an Agricultural Enterprise. Entrepreneurship and Innovation, no 30, pp. 59–65.

Boichuk I., Muzyka O. (2019). Internet in Marketing. Kyiv: Center for Educational Literature, 512 p.

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.

Illyashenko S. M. (2018) Marketing Product Policy: Textbook. Sumy: VTD "University Book", 234 p.

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.

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 DOI: https://doi.org/10.46286/msi.2023.18.2.3

Wang Y., Hong A., Li X., and Gao J., (2020) Marketing innovations during a global crisis: A study of China firms’ response to COVID-19. Journal of Business Research, no. 116(May), pp. 214-220. DOI: https://doi.org/10.1016/j.jbusres.2020.05.029

Holovkina N. V. (2016) Sales Promotion: Theory, Practice, and Prospects. Kyiv. 81 p.

Bilovodska O. A. (2018) Marketing Distribution Policy of Innovative Products of Industrial Enterprises: monograph. Kyiv: CUL, 462 p.

Boichuk I., Dmytriv A. (2017) Industrial Enterprise Marketing. Kyiv: Center for Educational Literature, 360 p.

Bilovol N. V. (2002). National Traditions and Design. Bulletin of the Kharkiv State Academy of Design and Arts, issue 6, pp. 256–258.

Zozuliov O. V., Tsaryova T. O., Gavrysh Yu. O. (2022) Marketing. Kyiv: KPI named after Igor Sikorsky, 298 p.

Breakfast Cereals Market Size And Forecast. Available at: https://dataintelo.com/report/global-breakfast-cereals-arket?gad_source=1&gclid =CjwKCAjwps-zBhAiEiwALwsVYR9G8LD9g-Mlm5JzqHHBe0sNTERZRL vfAWtkuLO3bIskgglGFdh96RoCgJQQAvD_BwE (accessed June 16, 2024).

Nestlé ‒ Statistics & Facts. Available at: https://www.statista.com/topics/1439/nestle/ (accessed June 16, 2024).

Nestle. Available at: https://www.nestle.com (accessed June 16, 2024).

Lantmännen. Available at: https://www.lantmannen.ua/ua (accessed June 16, 2024).

Healthy Generation. Available at: http://healthygeneration.com.ua (accessed June 16, 2024).

Oklander M., Chukurina O. (2020) Marketing Pricing Policy: textbook. Kyiv: Center for Educational Literature, 284 p.

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. DOI: https://doi.org/10.1108/EJM-11-2018-0818

Bozhkova V. V., Melnyk Yu. M. (2009) Advertising and sales promotion: a study guide. Kyiv: Center of educational literature, 200 p.

Oleksenko L. V. (2018) Marketing policy of distribution: training. manual Kyiv: Lira-K, 468 p.

Krykavskyi E. (2017) Logistics and supply chain management: training. manual. Lviv: Publishing House of Lviv Polytechnic, 844 p.

Shpylyk S. (2012) Management of sales activities of the enterprise. Halytskyi economic gazette, no. 4(37), pp. 88–95.

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.

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.

Harmatyuk O. V. (2018) Modern sales system of enterprise products. Intelligence XXI, no. 3, pp. 52–55.

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

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 DOI: https://doi.org/10.1016/j.ejor.2017.05.014