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Comprehensive Target Program for Optimization of National Enterprises Marketing Policies on the Basis of DSS «SOLON-2»

Journal: Scientific Bulletin of Mukachevo State University. Series “Economics” (Vol.4, No. 2)

Publication Date:

Authors : ; ; ;

Page : 75-80

Keywords : marketing project; sales; advertising; goal; sub-goal;

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The importance of the research is due to the problem of reducing the volumes of production and sales of Ukrainian enterprises by cause of political, economic and social crises, as well as the result of unsuccessful marketing policies, which leads to the loss of their potential profitable and strategic development priorities. The purpose of the article is to describe the process of creating a complex marketing project for the expansion of markets and its use on PJSC «Vinnytsia Research Plant». The following methods have been used in the research: the method of observation in the study of the essence and importance of marketing activities in the enterprise, comparisons in analyzing the disadvantages and advantages of existing software management marketing activities, the method of analysis and synthesis in the study of existing software products management marketing activities, the system approach to solving a set of problems , related to the management of marketing activities at the enterprise. Based on the method of hierarchical evaluation of alternatives using DSS «Solon-2», the comprehensive goal program (CGP) for the creation of such marketing project in the form of a corresponding hierarchical model has been implemented. Sub-goals and projects of a comprehensive goal program of the general marketing project have been developed. The calculation of the various sub-goals and CGP projects influences on the achievement of the main goal has been estimated, and the most optimal directions and projects for financing have been determined. The reasons of reducing the enterprise volumes of production and sales have been determined in the research. Scientific novelty of the results is creating a productive approach to building the marketing strategy for ukrainian enterprises by means of modern information technologies on the basis of DSS «Solon-2», which enables substantiation of the most effective projects that require financial support under the conditions of the limited resource base. The practical research significance is determined by the formation of reasonable ways to increasing the volumes of production and sales at PJSC «Vinnytsia Research Plant». Further research should be aimed at enhancement of the functional activities of the marketing department in the general system of the enterprise. The functions of the marketing department at the enterprise should be based on the following principles: work with the consumer; product promotion; research function; service organization; analysis of the environment; organization of the internal environment; predictive-strategic function; organizational-coordination function. To do this, the improvement of the information support of marketing activities in the enterprise is based, firstly, on the ongoing marketing research, and secondly, on the adoption of modern computer technology to analyze the evaluation of the laws of development of the processes and on this basis, the adoption of managerial decisions.

Last modified: 2021-08-19 18:24:19