Стратегія та механізми просування товарів у системі маркетингу харчових підприємств

Abstract

У статті досліджуються проблеми формування та реалізації адаптивної стратегії просування товарів харчових підприємств на ринки збуту. Сформульовано концептуальний базис стратегічного маркетингового управління харчовим підприємством. Означено особливості просування харчових товарів на ринку. Розроблено алгоритм формування стратегії просування товарів й забезпечення конкурентоспроможності харчового підприємства на ринку.

The urgency of the study of the problems of the formation of an adaptive marketing strategy of the promotion of goods is determined by the lack of a comprehensive mechanism of strategic marketing management in the majority of food companies, clear formulations of goals, priorities and criteria of marketing development, the inadequate use of modern marketing technologies and domination of operational marketing over strategic one. The article aims to develop the theoretical and methodical principles and applied recommendations of formation and implementation of the adaptive strategies and mechanisms of product promotion management in the food business marketing system. The theoretical principles and features of marketing of food products of food enterprises are determined. The features of marketing of food products are defined. The peculiarities of food businesses marketing are considered. They are the use of agricultural products as raw materials; the complex combination of natural and economic processes; the divergence of the working period in agriculture and the period of production; the seasonality of production and consumption of products. The main feature of food products marketing is that specialists or subdivisions of the enterprises deal with the goods of the first vital necessity. Thus, marketers of food companies have also to take into account in the required volume and assortment age, sex, national traditions, and state of health of the consumers to satisfy their needs and interests. The peculiarities of strategic marketing planning as a type of scientific and practical activity in the management system of the food business can be determined as the next block of the investigated issues. The perspective directions for the development of strategies and mechanisms for managing the promotion and marketing of food products are determined. Strategic marketing planning is a special kind of scientific and practical activity, which aims to develop the effective organization models of the enterprises. They should be based on examined elements of the internal and external environment, which can maximize the use of market opportunities and provide the rational allocation of resources. The algorithm of forming the strategy of promotion of goods and ensuring the competitiveness of the food business in the market is developed. The marketing technologies for perfection of the process of promotion of food products by food enterprises to markets are grounded.