DEVELOPMENT OF IMPROVEMENT MEASURES MARKETING AC-TIVITIES OF THE ENTERPRISE

Irina Tkachenko; Olga Anisimova

doi:doi:10.55186/2413046X_2024_9_2_108

VAK Russia 5.2.6 UDC 339.138 UDC 658.8.012.12

DEVELOPMENT OF IMPROVEMENT MEASURES MARKETING AC-TIVITIES OF THE ENTERPRISE

Published в MOSCOW ECONOMIC JOURNAL · Volume 9, Issue 2, 2024 · Pages 697–717 · Rubrics: Management

DOI 10.55186/2413046X_2024_9_2_108

Received: 10.03.2024 Accepted: 25.03.2024 Published: 25.03.2024

Authors

Irina Tkachenko ¹ · Olga Anisimova ²

1 Novocherkassk Engineering and Reclamation Institute named after A.K. Kortunov — branch of the Don State Agrarian University (Department of Management and Informatics, Associate Professor)

2 Don State Agrarian University (Department of Life Safety of Mechanization and Automation of Technological Processes and Productions, Associate Professor)

ABSTRACT

The article discusses the issues of improving the marketing activities of an enterprise as a necessary condition for ensuring the stable functioning of the or-ganization in the conditions of economic sanctions. Based on an analysis of the in-ternal and external environment, the strengths and weaknesses of AQUA-GROUP LLC, Salsk, Rostov region, engaged in the trade of auto chemical products for car washes, were identified, and opportunities and threats from the market were identi-fied. The main characteristics of the market for autochemical products in the Rus-sian Federation are highlighted. The structure of the industry has been studied, an analysis of competitors, suppliers and consumers of the auto chemicals market has been carried out. A strategy has been developed and measures for its implementa-tion have been planned, aimed at improving marketing activities, including search-ing for new suppliers in the context of import substitution, expanding the market of potential customers by entering new formats of trading platforms. An analysis of the most popular marketplaces was carried out, the principles of their operation, tariffs for delivery and storage of products were studied. A cargo transportation scheme for AQUA-GROUP LLC has been developed at the 1st and 2nd stages of developing sales on marketplaces. The additional profit received by entering the trading platforms of the Ozon and Yandex Market marketplaces was calculated.

KEYWORDS

strategy marketing activities auto chemicals market domestic auto chemicals manufacturers consumers marketplaces costs profits

Information Text

Authors:

1. Novocherkassk Engineering and Reclamation Institute named after A.K. Kortunov — branch of the Don State Agrarian University (Department of Management and Informatics, Associate Professor)

2. Don State Agrarian University (Department of Life Safety of Mechanization and Automation of Technological Processes and Productions, Associate Professor)

Type:

Article

Pages:

from 697 to 717

Status:

Published

Subject area:

VAK Russia 5.2.6
UDC 339.138
UDC 658.8.012.12

Language:

Russian

Keywords:

strategy, marketing activities, auto chemicals market, domestic auto chemicals manufacturers, consumers, marketplaces, costs, profits

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References

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DEVELOPMENT OF IMPROVEMENT MEASURES MARKETING AC-TIVITIES OF THE ENTERPRISE

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