Stages and methods of formation of marketing strategy of enterprises in the market of beekeeping products

Abstract

The article investigates the theoretical foundations of the marketing strategies of enterprises formation. The main stages of formation of marketing strategy of the enterprise in the field of beekeeping are considered, the priority methods which should be applied for its formation are substantiated.

 It is determined that the marketing strategy of the beekeeping enterprise is formed taking internal and external factors into account. The internal factors of strategy formation of the enterprises of branch of beekeeping concern: organizational structure; flexibility of the management system; system of organization of marketing activity; principles of activity of managerial staff and taking into account marketing opportunities and goals when making decisions; quality and speed of receiving information related to marketing activities; formation of incentives for marketing staff (or those employees who perform marketing functions). External factors have a strong influence on the long-term goals of marketing activities and are related to the current economic policy, the degree of development and development trends of international trade, the structure of the country's markets, changes in demographic characteristics and consumer preferences.

It is determined that the choice of marketing strategy of the enterprise of the beekeeping industry goes through stages: - analysis of the current state of the producer-enterprise of beekeeping products and market activity of the enterprises of the branch; - analysis and assessment of market potential; - analysis of opportunities for the development of enterprises in the beekeeping industry; - analysis of economic conditions and the legal field; - analysis of trends in the world economy with export-oriented activities; - selection and development of a strategy with a focus on long-term development.

It is proved that correctly substantiated strategy should correlate with the conditions of the beekeeping industry, the general goals of enterprise development, potential and resource opportunities, competitive advantages. The strategy is the basis for the formation of a long-term program of action in functional areas and is aimed at effective implementation, its availability will ensure sustainable development of the enterprise.

In the context of developing a marketing strategy, general scientific methods determine the general logic of research and precede special methods. Special research methods used in the process of forming marketing strategies can be divided into matrix, mathematical, statistical, forecasting methods and expert methods. The final choice of methods depends on the scale of activity, market status of the enterprise, its focus on domestic or foreign markets.

Key words: marketing, strategy, beekeeping products, methods, stages.