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Marketing - Pavlenko AF, AV Voychak

3.5. Marketingovі doslіdzhennya pіdpriєmstva

Marketingovі doslіdzhennya pіdpriєmstva provadyat, yak usually for viznachennya rіvnya vlasnoї konkurentospromozhnostі.

Konkurentospromozhnіst pіdpriєmstva - tse yogo zdatnіst posіsti vіdpovіdnu pozitsіyu on a specific market analysis. Nai ob'єktivnіshim, s glancing marketing, Je vstanovlennya konkurentospromozhnostі pіdpriєmstva on pіdstavі yogo real competitive perevag. Zgіdno s so pіdhodom otsіnka konkurentospromozhnostі pіdpriєmstva - tse porіvnyannya yogo characteristics vlastivostey chi brands tovarіv scho him produkuyutsya, іz analogіchnimi pokaznikami prіoritetnih konkurentіv (tobto s naylіpshimi pozitsіyami on danomu market analysis) for viznachennya of scho zabezpechuє pіdpriєmstvu perevagi over competitors in konkretnіy sferі chi navіt in kіlkoh dіyalnostі areas.

Іsnuyut zovnіshnі i vnutrіshnі konkurentnі perevagi:

a) zovnіshnі bazuyutsya on vіdmіnnih yakostyah product, scho will melt tsіnnіstyu for pokuptsіv through those scho zmenshuyut їhnі vitrati abo pіdvischuyut efektivnіst їhnoї dіyalnostі. Such perevaga zbіlshuє "rinkovu force" pіdpriєmstva, bo won Mauger primusiti rinok pogoditis navіt vischu tsіnu on sale in nіzh konkurentіv;

b) vnutrіshnі polyagayut in skorochennі vitrat chi nalagodzhennі efektivnіshoї Sistemi upravlіnnya, nіzh in konkurentіv scho daє zmogu virobniku zniziti sobіvartіst tovarіv and otzhe, i tsіni, zdobuvayuchi in Taqiy sposіb prіoritet on market analysis.

Fig. 16 shows obidva tipi competitive perevag i Ti strategії pіdpriєmstva, SSMSC mozhna rozrobiti on pіdstavі Tsikh tipіv.

Fig. 16. Tipi competitive perevag i strategії pіdpriєmstva

Otsіniti konkurentospromozhnіst pіdpriєmstva mozhna takozh, analіzuyuchi yogo silnі i slabkі the Parties that porіvnyuyuchi otrimanі danі s danimi pіdpriєmstva competitor. Pid hour analіzu neobhіdno otrimati vіdpovіdі on takі zapitannya:

1. Plagne konkurentіv stosovno zmіni chastki market analysis, pіdvischennya rentabelnostі virobnitstva, zbіlshennya obsyagіv sale;
2. yakoї rinkovoї strategії dotrimuyutsya competitors at a time;
3. for yakih Relief zasobіv competitors zabezpechuyut realіzatsіyu svoїh strategіy;
4. silnі i slabkі konkurentіv the Parties;
5. yakih Act reasonably Varto chekati in maybutnomu od ninіshnіh that mozhlivih konkurentіv.

Main results this analіzu Je vіdnaydennya sposobіv i rezervіv pіdvischennya efektivnostі dіyalnostі pіdpriєmstva, yogo konkurentospromozhnostі in tsіlomu.