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Marketing - Primak TS

2.3. Promyslova RINOK

On povedіnku pokuptsіv tovarіv Promyslova priznachennya takozh vplivayut pevnі chinniki.

Chinniki zovnіshnogo seredovischa fіrmi:

• rіven Pervin popitu;

• Ekonomichna perspective;

• minds materіalno-tehnіchnogo postachannya;

• Tempo NAUKOVO-tehnіchnogo Progreso;

• polіtichnі podії;

• tendentsії schodo regulyuvannya pіdpriєmnitskoї dіyalnostі;

• dіyalnіst konkurentіv.

Chinniki vnutrіshnogo seredovischa fіrmi:

• tsіlі fіrmi;

• Methods of robots;

• organіzatsіyna upravlіnnya structure;

• vnutrіshno organіzatsіynі system.

Osoblivostі segmentuvannya virobnichogo market analysis imposed on skhemі 2.3.

In marketing segmentuvannya basic market analysis zdіysnyuєtsya perevazhno have two Etap scho vіdpovіdayut EYAD rіvnyam podіlu market analysis: i makrosegmentuvannya mіkrosegmentuvannya.

Makrosegmentuvannya - Purshia Etap. Peredbachaє іdentifіkatsіyu trademark rinkіv. On makrorіvnі base rinok viznachayut for troma directly: organіzatsіy scale, Galuzo that geografіchne roztashuvannya.

Scale organіzatsіy. Velikі fіrmi vіdrіznyayutsya od serednіh that Malih uniquely bіlshimi obsyagami zakupіvel, bіlshoyu formalіzatsієyu procedures kupіvel i vischoyu spetsіalіzatsієyu. Pong toil mozhlivіst vikoristannya such informal sunset, yak tsіnovі znizhki on zakupіvlyu tovarіv digit obsyagіv. Takі organіzatsії mozhut utvoryuvati іstotnі vazhlivі tsіlovі segment.

Galuzo. Rіznі the Branch visuvayut neodnakovі vimogi to the product. Napriklad, komp'yuteri available at banks, the scope receptionists Health Protection, Promyslova pіdpriєmstvam, cutaneous i s Tsikh Galuzo visuvaє svoї vimogi schodo zabezpechennya software.

Geografіchne roztashuvannya. Practice zdіysnennya kupіvel that ochіkuvan in Tsentralnіy i Shіdnіy Єvropі vіdrіznyaєtsya od traditsіy scho sklalisya in Zahіdnіy Єvropі. Bureaucratic pіdhіd in Tsentralnіy Єvropі stvoryuє znachnі trudnoschі proniknennya zahіdnih fіrm at the market kraїn scho rozvivayutsya.

Mіkrosegmentuvannya - other Etap.

Poshukovі Vigoda. Pіdpriєmstva segmentuyut fallow od ochіkuvanih Vigoda od pridbannya product. Odnі ochіkuyut ekonomіchnoї Vigoda, INSHI - funktsіonalnoї toscho.

Structure zakupіvelnogo center. Ohoplyuє vsіh people prichetnih to Vibor particular postachalnika. Purshia segment Mauger harakterizuvatisya pershochergovim vplivom on takі rіshennya vischogo kerіvnitstva, others - vplivom іnzhenerno-tehnіchnogo staff tretіy - Manager іz zakupіvel toscho.

Process of acceptance rіshennya. In the great processes of acceptance pіdpriєmstvah rіshennya schodo kupіvlі Pevnyi product trivalim Yea i peredbachaє postіyne spіlkuvannya kerіvnitstva pіdpriєmstva-fasting-s superiors kerіvnitstvom pіdpriєmstva-spozhivacha. Taqiy trivaly perіod peregovorіv kompensuєtsya digit obsyagami zakupіvel. Mensch digit zusil vimagaє robot s odnієyu Posadov individuals per smallest in pіdpriєmstvah, ale Quantity zakupіvel bude uniquely less then.

Zakupіvel categories. Zakupіvlі organіzatsіy podіlyayut on takі: demeaning again vidozmіnena again new.

Organіzatsіya zakupіvel buvaє tsentralіzovanoyu abo detsentralіzovanoyu. Tsentralіzovany sposіb zakupіvel asotsіyuєtsya s fahіvtsyami, SSMSC have become expert of zakupіvlі produktsії Pevnyi mind. Pong Chudovo obіznanі s tsіnovimi, tehnologіchnimi that funktsіonalnimi vlastivostyami produktsії. And to mozhut domogtisya digit tsіnovih znizhok i toil digit vpliv on іnzhenerno-tehnіchny staff.

Organіzatsіyne innovation. Segmentuvannya zdіysnyuєtsya for kriterіyami stage vikoristannya novіtnіh tehnologіy on pіdpriєmstvah-zamovnikah. Odnі fіrmi namagayutsya zastosuvati in svoїy virobnichіy dіyalnostі novі tehnologії. INSHI - fіrmi-poslіdovniki - zavzhdi naslіduyut їh.

Dwellers efektivnosti vikoristovuvati zaproponovanu scheme i pobuduvati on її osnovі sіtku segmentuvannya, dotsіlno viznachiti kriterії, SSMSC in particular cutaneous vipadku zumovlyuyut tsі example.

Characteristics of product - require funktsії chi kombіnatsії funktsіy, SSMSC neobhіdno zabezpechiti. Tsey kriterіy and sama orієntatsіya on product specifications, market analysis peredbachaє rozpodіl base into segments for odnorіdnі sets Vigoda, SSMSC ochіkuyut rіznі groupies organіzatsіy-spozhivachіv. Golovnі kriterії segmentuvannya directly: the scope zastosuvannya product meta zakupіvel, rіven obslugovuvannya toscho. Duzhe widely on market analysis virobnichomu vikoristovuyut segmentuvan-nya for directly vikoristannya product.

Features organіzatsіy-spozhivachіv - groupies spozhivachіv, require yakih neobhіdno zadovolniti. Viznachayut geografіchne roztashuvannya of companies (ABO skladіv); їh rozmіr that fіnansovі mozhlivostі; structure zakupіvel organіzatsіy-spozhivachіv toscho.

Tehnologіchny factor - tehnologії, zdatnі zadovolniti tsі required. Tsey kriterіy segmentuvannya peredbachaє doslіdzhennya tehnologіy, SSMSC zabezpechuyut vikonannya konkretnoї funktsії. Just past about substitute products, napriklad Komp'yuterniy tomography for medichnoї dіagnostiki, bіtumnі abo plastmasovі plіvki for funktsії vodostіykostі dahіv toscho.

On praktitsі bіlshіst fіrm zdatnі segmentuvati rinok deprivation of EYAD kriterіyami: product characteristics that organіzatsіy-spozhivachіv, oskіlki, yak usually pіdpriєmstvo-virobnik zastosovuє deprivation one Pevnyi tehnologіyu, navіt Yakscho at the market іsnuyut alternativnі. Prote vinyatki Yea, if the base rinok ohoplyuє rіznomanіtnі tehnologії. Napriklad on market analysis medichnoї dіagnostiki de FIRMA "General Elektrik" volodіє tehnologіyami Alternatively, segmentuvannya vrahovuє takozh tehnologіchny factor.

Yak butt rozglyanemo makrosegmentuvannya market analysis carried vantazhіv. Main yogo kriterіyami Je:

• characteristics of the product (regіonalne, natsіonalne i mіzhnarodne transportuvannya vantazhіv);

• characteristics organіzatsіy-spozhivachіv (type dіyalnostі - transported to Vlasnyi potreb chi profesіynі transported; rozmіr park is small (1-4 vantazhіvki) serednіy (4-10 vantazhіvok), great (Ponad vantazhіvok 10));

• tehnologіchny chinnik (AVIA, zalіznichnі, vodnі chi avtomobіlnі transported).

OAO All Doslіdivshi mozhlivі kombіnatsії, otrimaєmo 72 mozhlivih makrosegmenti (3 • 2 • 3 • 4). Dwellers konkretizuvati zavdannya, obmezhimosya deprivation avtomobіlnim transport; rozrіznyatimemo vantazhіvki vantazhopіdyomnіstyu Ponad 16 t i less then 16 tonnes; dodatkovo podіlimo regіonalny transport into three categories: tovarіv transported, budіvnitstvo, mіzhnarodnі transported.

Otzhe, otrimano segmentіv 60 (5 • 2 • 2 • 3). Sklademo sіtku makrosegmentuvannya vazhkih vantazhіvok market analysis (Table. 2.5).

Dwellers vibrato nayvazhlivіshі for fіrmi segment neobhіdno:

1) s perelіku segmentіv zalishiti Ti, on SSMSC FIRMA really Mauger viyti; mayutsya strategіchne values ​​for fіrmi; dostatnіy potentsіal, dwellers vipravdati rozrobku spetsіalnoї marketingovoї strategії;

2) zgrupuvati zmіnnі Zi digit vzaєmozalezhnіstyu;

3) ob'єdnati okremі segment Yakscho їh rozmіri neznachnі abo vіdmіnnostі mіzh nesuttєvі them;

4) vrahuvati mozhlivіst іsnuvannya potentsіynih segmentіv.

On rіvnі makrosegmentuvannya yak Find our segmentuvannya obirayut deprivation zagalnі characteristics kriterії minutes. Detalnіshe base rinok podіlyaєtsya on rіvnі mіkrosegmentuvannya, mainly methane yakogo - in the furrows Pevnyi Rinku viznachiti spozhivachіv segment.

Mіkrosegmentuvannya potrebuє retelnіshogo analіzu vіdmіnnostey organіzatsіy-spozhivachіv in furrows rinkіv product, іdentifіkovanih on stadії makrosegmentuvannya.

Mіkrosegmentuvannya on commodity market analysis for zdіysnyuєtsya Pevnyi kriterіyami. Nizhche imposed osnovnі s them.

table 2.5

Sіtka makrosegmentuvannya Rinku vazhkih vantazhіvok

Klyuchovі kriterії Vibor product - zumovlenі spetsifіchnimi require Promyslova pokuptsya, SSMSC zdebіlshogo virazhenі dosit chіtko. Tse vimogi organіzatsіy-spozhivachіv schodo tehnіchnih characteristics of Quality, tsіni pridbannya that tsіni spozhivannya, minds postachannya, termіnu okupnostі vkladenogo kapіtalu that іn.

Povedіnkove segmentuvannya - vrahovuє osoblivostі structure is the funktsіonuvannya kupіvelnogo center (CC) (CC structure i yogo motivatsіya chlenіv, rozpodіl povnovazhen mіzh predstavnikami rіznih funktsіonalnih pіdrozdіlіv, stosunki pokupets - seller, rіven formalіzovanostі th trivalіst rіshen processes of acceptance).

Situatsіynі factor - termіnovіst vikonannya of order i obsyag of order.

Osobistіsnі of Quality pokuptsіv - kriterіy, yaky peredbachaє segments-Tuwani Rinku organіzatsіy-spozhivachіv on osnovі vіdmіnnostey in sistemі tsіnnostey vplivovih uchasnikіv їh KC and takozh їh sotsіalno-demografіchnogo profіlyu.

Marketing segmentuvannya rozkrivaє mozhlivostі rіznomanіtnih segmentіv market analysis for yakih pratsyuvatime seller. Rinkovі segment toil takі vlastivostі:

• vimіryuvanіst - kompaniia guilty mother zmogu otsіniti rozmіri, kupіvelnu spromozhnіst that INSHI characteristics rinkovogo segment;

• rozmіr - segment toil Buti dosit great for zabezpechennya pributku pіdpriєmstva;

• dostupnіst - prodavtsі povinnі mother zmogu vihoditi into segments for market analysis obslugovuvannya;

• vіdmіnnіst - segment povinnі rіznitisya;

• aktivnіst - spozhivach Got actively marketing fіrmi spriymati programa.

Otsіnyuyuchi segment market analysis, slіd urahovuvati two chinniki: zagalnu privablivіst segment and takozh th tsіlі resources kompanії scho yogo osvoyuє. Otsіnivshi varіanti, neobhіdno viznachiti Quantity segmentіv, SSMSC osvoyuvatime kompaniia. Otzhe, FIRMA guilty Turn one s p'yati tipіv tsіlovih rinkіv (Fig. 2.1). [14]

Fig. 2.1. Tipi tsіlovih rinkіv

Fallow stage od ohoplennya Rinku FIRMA Mauger vikoristovuvati marketing nediferentsіyovany, diferentsіyovany i kontsentrovany.

Nediferentsіyovany marketing. For tsogo mind marketing FIRMA nehtuє rozbіzhnostyami in vihodit i segments on the entire rinok odrazu s odnakovoyu propozitsієyu. In tsomu won razі kontsentruє zusillya not require klієntіv vіdmіnnostyah have, and what scho Tsikh in spіlnogo require. FIRMA rozroblyaє goods i marketing programa, SSMSC matimut privablivy viglyad for yakomoga bіlshoї kіlkostі pokuptsіv. Vaughn zastosovuє methodological masovogo rozpodіlu th masovoї advertisements namagayuchis prodemonstruvati perevagi particular product.

Nediferentsіyovany marketing ekonomіchny not potrebuє glibokih marketing doslіdzhen. Vitrati on virobnitstvo product, pіdtrimannya yogo zapasіv i transportuvannya neznachnі. Advertising product takozh not potrebuє digit vitrat. Vaughn, yak usually odnakova for rіznih spozhivachіv abo for rіznih vidіv produktsії. Absent demand from marketing doslіdzhennyah segmentіv market analysis, planuvannі dіyalnostі fіrmi, rozpodіlі tovarіv for tsimi segments and tse spriyaє znizhennyu vitrat on marketingovі doslіdzhennya i upravlіnnya virobnitstvom product. FIRMA, scho vikoristovuє nediferentsіyovany marketing zdebіlshogo stvoryuє product rozrahovany on naybіlshі segment market analysis. Kohli to takoї practice protrude kіlka fіrm odnochasno have great segments posilyuєtsya konkurentsіya and require pokuptsіv on drіbnіshih segments zadovolnyayutsya Mensch mіroyu. Napriklad, rinok nasicheny Chocolate tsukerkami, scho to vpodobi bіlshostі pokuptsіv against okremі Username Lost Password іz zadovolennyam z'їli b tsukerku "Rafaello". Krіm of dіyalnіst on great segmentі market analysis has not brought great pributkіv through zhorstku konkurentsіyu.

Diferentsіyovany marketing. FIRMA Got Namir viyti on kіlka segmentіv Rinku i rozroblyaє for dermal s are okremі Offers. Napriklad, FIRMA "Lyubava" vipuskaє odyag for people іz rіznim rіvnem dohodіv. Proponuyuchi rіznomanіtnі goods, Won spodіvaєtsya zbіlshiti obsyagi zbutu th glibshe uvіyti in cutaneous іz zaynyatih her segmentіv market analysis. Kerіvnitstvo fіrmi vvazhaє scho zavdyaki sproschennyu pozitsії on kіlkoh segments of market analysis at vdastsya іdentifіkuvati svіdomostі spozhivacha fіrmu s Pevnyi trademark kategorієyu. Krіm of FIRMA spodіvaєtsya on zbіlshennya kіlkostі repeat purchases, oskіlki goods Bazhanov vіdpovіdaє spozhivachіv.

Such strategіya ohoplennya naydorozhcha market analysis, oskіlki neobhіdno postіyno vivchati rinok, analіzuvati require pokuptsіv on Pevnyi segments. Krіm of FIRMA guilty rozrobiti asortimentny block tovarіv, spromozhnih zadovolniti require pokuptsіv on obranomu segmentі. For skin product vіdpovіdno to Etap yogo zhittєvogo cycle Varto rozrobiti advertising, method prosuvannya on rinok.

Kontsentrovany marketing. Zastosovuєtsya organіzatsіyami s obmezhenimi fіnansovimi resources. When tsomu FIRMA kontsentruє zusillya on Pevnyi segmentі (segments) market analysis, zabezpechuє sobі trivalu pozitsіyu on nomu, oskіlki maintained upstream of іnshih Knows require tsogo segment i Got vіdpovіdnu reputatsіyu. Zavdyaki spetsіalіzatsії virobnitstva, rozpodіlu i call, spryamovanim on stimulyuvannya zbutu, FIRMA dosyagaє ekonomії in bagatoh areas svoєї dіyalnostі.

Vodnochase kontsentrovany marketing pov'yazany s pіdvischenim rizikom, odzhe potrіbno good nobility obrany segment i prognozuvati popit on goods fіrmi on bagato rokіv forward.

Otzhe, obirayuchi strategіyu ohoplennya market analysis, neobhіdno vrahovuvati vіdpovіdnі chinniki.

1. Resources fіrmi. For obmezhenih resursіv dotsіlno Pay kontsentrovany marketing.

2. Stupіn odnorіdnostі produktsії. Strategіya nediferentsіyovano th Marketing pridatna for odnakovih tovarіv (napriklad steel abo lemon). For tovarіv scho rіznyatsya konstruktsієyu (audіotehnіka, Cameras) priynyatnіshі strategії diferentsіyovanogo abo kontsentrovanogo marketing.

3. Etap zhittєvogo product cycle. In razі vihodu fіrmi on rinok s novimi goods dotsіlno proponuvati deprivation one varіant news (nediferentsіyovany abo kontsentrovany marketing).

4. Stupіn odnorіdnostі market analysis. Yakscho in pokuptsіv odnakovі relishes schodo zaproponovanogo product, stink zakupovuyut odnakovu Quantity of product odnakovі promіzhki th hour analogіchno reaguyut on odnakovі marketingovі incentives. In tsomu razі dotsіlno zastosovuvati nediferentsіyovany marketing.

5. Marketingovі strategії konkurentіv. Yakscho competitors are taking fate in segmentuvannі market analysis, marketing zastosovuvati nediferentsіyovany nedotsіlno. Yakscho stink obirayut nediferentsіyovany marketing can vigrati, zastosuvavshi diferentsіatsіyu.

Pripustimo, FIRMA obiraє strategіyu kontsentrovanogo marketing. Otzhe, neobhіdno viznachiti nayprivablivіshy for neї segment market analysis. Rozglyanemo situatsіyu, if pіdpriєmets Hoca vіdkriti Vlasnyi fleet. Vіn vvazhaє scho Mauger ATP zdіysnyuvati Vantazhni budіvelnih vantazhіv transported in bulk, fittings, rіdin i produktіv harchuvannya. Krіm You can ohopiti budіvelny, spozhivchy markets Agricultural Art i rinok produktіv harchuvannya. In this razі mozhlivі 12 varіantіv inventory rinkovih vіdnosin. Yakscho ATP pragne skontsentruvati zusillya on one segmentі requiring yogo viznachiti. Neobhіdno zіbrati іnformatsіyu about 12 OAO All segmentіv: obsyagi virobnitstva that spozhivannya produktsії scho transported; ochіkuvany Prybutok; іntensivnіst konkurentsії; vimogi to kanalіv marketing that іn. Niven-gіdnіshy segment guilty mother znizhenu konkurentsіyu, a temple rіven stream zbutu, visokі Tempi zrostannya, rate pributku toscho. Yak usually not іsnuє naykraschogo segment i to neobhіdno shukati kompromіsne rіshennya. Pіslya of yak FIRMA viznachit ob'єktivno privablivі for yourself segment Won guilty z'yasuvati, yaky s them naybіlshoyu mіroyu vіdpovіdaє її mozhlivostyam.

Napriklad, duzhe privablivim Mauger viyavitisya spozhivchy rinok s rіdin transported. However, ATP is not Got avtomobіlіv tank, the park is the staffing samoskidami vans. Otzhe requiring vibirati not deprivation nayprivablivіshy segment, and the second Taqiy, scho vіdpovіdaє mozhlivostyam fіrmi. Viznachivshi on yaky segment orієntuvatisya, neobhіdno virіshiti, yak tudi penetrate. Yakscho vіn preformed, then nomu іsnuє konkurentsіya. Perche nіzh viznachitisya schodo Vlasnyi pozitsіonuvannya on market analysis, ATP kerіvniku Varto z'yasuvati pozitsії konkurentіv.

Pozitsіonuvannya - dії s rozroblennya Offers kompanії that її іmіdzhu, spryamovanі to those dwellers won posіla okreme spriyatlive Location in svіdomostі tsіlovoї spozhivachіv groupies. Napriklad, ATP-1 i-2 ATP carrying budіvelnі vantazhі, ATP-3 - rіdke palivo, ATP-4 - Products harchuvannya. Postaє power: to Money Does Rinku zaproponuvati svіy goods (Hotel)? You can, yak i competitors vibrato analogіchnі Vidi transported (Yakscho great popit) abo zaproponuvati Taqiy, scho not zdіysnyuє zhodny s konkurentіv, napriklad transported meblіv.

Diferentsіyuvannya - processes rozroblennya іstotnih Especially product poklikanih virіznyati yogo Sered tovarіv-konkurentіv. Priynyavshi rіshennya, neobhіdno perekonatisya potentsіynih in the i Resource mozhlivostyah pіdpriєmstva have ymovіrnostі ekonomіchnoї Vigoda od Key infrastructure produktsії, nayavnostі dostatnoї kіlkostі pokuptsіv. The I pіslya deprivation tsogo Got FIRMA rozpochinati processes stvorennya product, formuvannya yogo tsіni, pakuvannya, fasovuvannya i z'yasovuvati channeling rozpodіlu.