INCREASING THE COMPETITIVENESS OF MACHINE-BUILDING ENTERPRISES ON THE BASIS OF IMPROVING MARKETING POLICY

Abstract

Modern post-crisis conditions prevailing in the country's economy and enterprises, despite economic restrictions, do not cancel the consideration of competition in the industry environment and force enterprises to constantly look for new ways to improve their competitiveness. In the post-crisis conditions of the economy, this can be achieved due to the existing reserves for improving the efficiency of work, finding investors and consistently improving the results of their activities.

An important direction of increasing the competitiveness of enterprises is the correct representation of their competitive advantages in order to create and maintain a certain image in the economic, social and industry environment, which is the main task of marketing policy.

The article discusses in detail the classification of the main criteria for the competitiveness of an enterprise by the most important levels. Criteria and evaluation methods are given for each level, as well as key characteristics.

It is emphasized that the basis of the competitiveness of the enterprise is the totality of its competitive advantages, among which special attention is paid to the effectiveness of marketing potential. The main directions of increasing the competitiveness of enterprises for the implementation of their development goals are considered.

A model of the structure of marketing policy within the framework of strategic marketing is presented and analyzed.

The article analyzes the structure of the marketing service, which should take into account activities in the following areas and target programs by: regions; market segments; customers (consumers); quality of service; cost, etc.

The effectiveness of the marketing policy consists in the fact that the developed and implemented policy ensures the planned profit and profitability of the enterprise at the most optimal costs for marketing activities within the framework of this policy.

The authors come to the conclusion that modern marketing is essentially a continuous economic, social and technological process of interaction of an enterprise with the market and its consumers, contributing to an increase in its competitiveness.