In a general view the marketing activity of the enterprise can be presented in the form of four components:
- analysis of opportunities of the market;
- development of marketing strategy;
- formation of the program;
- coordination and control of marketing activity.
In practice there is no uniform technology of marketing activity at the enterprise, each firm chooses that way which is suitable for its purposes.
Directions of marketing activity of the enterprise
Allocate, as a rule, two types of the directions:
- The analysis of the external environment – control of external factors for definition of threats to the enterprise. These factors can be economic (rate of inflation and employment rate), political (normative documents), market (competition level, distribution of income), technological (development of science and technology), competitive (studying rivals), international (changes in the international market).
- The analysis LCG (life cycle of goods) – studying all lifetime of goods in the market. Distinguish phases: introduction, growth, maturity, saturation, recession. The direct analysis and assessment of each phase, finding solutions for increase in efficiency of introduction of goods in each phase of a cycle.
It is possible to give the fact that at the enterprise various information which is necessary for making management decisions is used as characteristic of marketing activity of the enterprise. The enterprise working in the conditions of the market needs development of marketing activity. It can be development of the marketing concept of the company.
Development, and further and practical application of strategy of marketing activity of the enterprise is one of the main functions of the management of the company.
Increase in efficiency of marketing activity
The main ways of improvement of marketing activity of the enterprise can be divided into strategic and tactical. Strategic represent change of approach of management, and tactical – redistribution of functions and modifying of structure of department of marketing.
Main objectives of marketing activity of the enterprise is studying the following questions:
- studying consumer and motives of his market behavior;
- analysis of the market of the enterprise;
- analysis of sales channels;
- activity research in the field of advertizing;
- analysis of sales volume;
- research of competitors;
- studying the made product;
- definition of the most effective methods of promotion of goods.
The main objective of marketing activity of the enterprise is to reflect and strengthen all trends on improvement of production of goods and services for increase in overall performance of the company.
It is necessary to carry to additional problems of marketing activity of the enterprise:
- studying commodity market and services;
- observation of the competitive environment and definition of positions of firm in the market;
- development of recommendations about activity improvement.
Feature of marketing activity at the enterprise it is possible to call the big need for financial investments that is not always possible in the conditions of the developing firm or economic instability.
It is expedient to carry out the assessment of efficiency of marketing activity of the enterprise. It is based on calculation of various indicators which reflect profitability from business activity and competitiveness. All enterprises have to carry out the assessment of efficiency of marketing activity on compliance to the changing environmental conditions from time to time.