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Fokin Sergey Sergeevich. Development externally economic activity Russian enterprises in the context of globalization: dissertation... candidate of economic sciences: 08.00.14 / Fokin Sergey Sergeevich; [Place of defense: Kuban. state un-t].- Krasnodar, 2010.- 209 p.: ill. RSL OD, 61 10-8/1250
Introduction
1 Theoretical basis management FEA enterprise in the context of globalization 12
1.1 The essence and trends in the development of foreign economic activity of economic entities at the present stage of globalization of world economic relations 12
1.2 Organization of foreign economic activity modern enterprise: strategic aspect 34
1.3. The influence of the globalization process on the development of market strategies in the process of managing foreign economic activity of a modern enterprise 57
2 Organizational and methodological aspects of the development of foreign economic activity of enterprises and forms of penetration into foreign markets 78
2.1 The main stages of planning the international activities of an enterprise: a marketing approach 78
2.2 Key components of the foreign trade environment of an enterprise and the choice of export markets 102
3 Formation of the strategy of Russian enterprises focused on foreign economic activity based on the marketing approach 121
3.1 Factors and conditions for the development of foreign economic activity of Russian enterprises: features and the role of marketing as a management function 121
3.2 The main directions for developing a marketing strategy in the context of expanding the activities of domestic enterprises in foreign markets 152
Conclusion 191
List of references 197
Introduction to work
Relevance of the research topic. The current stage of development of the world market is characterized by high competitiveness, primarily in the globalizing business. Globalization appears system integration world markets and regional economies, all areas human activity, resulting in an accelerated the economic growth, accelerating the implementation modern technologies and management methods. Increasing interdependence of national economies, activation of integration processes leads to the objective need to use a global approach to doing business. Under these conditions, foreign economic relations are becoming an increasingly prominent part of economic activity enterprises and organizations. There is a growing interest in participating in economic, industrial, scientific and technical cooperation with partners from foreign countries. The sphere of economic activity of an enterprise associated with international industrial and scientific and technical cooperation, export and import of products, the entry of an enterprise into a foreign market is defined as its foreign economic activity (FEA).
Further intensification of competition in world markets, the complication and diversification of both technological and organizational models of production, information richness and communication of foreign economic activity are closely related to the goals and methods of using economic instruments. So, on the basis of marketing decisions, the choice of promising areas and types of activity of the enterprise is carried out, the search for the most beneficial ways and conditions for the enterprise to meet the needs of domestic and international markets, based on the existing internal potential.
The implementation of the goals of foreign economic activity in the context of globalization implies a strategic level of activity management, including, among other things, decisions related to determining the possibility and form of entering foreign markets, choosing target segments, ways to penetrate them, understanding the requirements of consumers in other countries, etc. The international aspects of marketing are significantly updated due to the further internationalization of the world economy, the expansion of international trade, a more dynamic and massive movement of capital
fishing and labor. Underestimation of the benefits and opportunities international marketing as a function of managing the activities of a modern enterprise in tactical and strategic aspects leads to the low efficiency of its foreign economic activity.
The study and generalization of the theoretical and methodological foundations of foreign economic activity based on international marketing is an important scientific and practical problem for Russian enterprises - participants in foreign economic activity, and indicates the high relevance of the chosen research problem.
The degree of development of the problem. The works of domestic and foreign researchers present a comprehensive analysis of the problems of the development of foreign economic activity at the enterprise level, its determining factors, forms and problems. state regulation FEA. Among them: I.T. Balabanov, O.V. Bodyagin, A.S. Bulatov, O.N. Voronkova, I.N. Gerchikova, V.V. Polyakov, T.N. Popova, V.V. Pokrovskaya, M. Porter, E.P. Puzakova, B.M. Smitienko, L.E. Strovsky, R.K. Shchenin, J. Sachs, J. Stiglitz, P. Romer, I.L. Faminsky, P. Fischer and others.
In modern economic literature, questions of theory and practice strategic management international activities of the enterprise, including within the framework of the marketing approach, as well as the methodological aspects of the formation and implementation of the international marketing strategy for business entities - participants in foreign economic activity have been developed in scientific papers such domestic researchers as: O. Andreeva, G.L. Bagiev, E.P. Golubkov, V. Kudenko, G.D. Krylova, P. Kubakhov, N. Moiseeva, R.B. Nozdreva, A. Panibratov, T.P. Popova, I. Semenov, V.E. Khrutsky, R. Fatkhutdinov, R.K. Shchenin, as well as foreign scientists: J.-J. Lamben, B. Berman, F. Kotler, D.V. Crevens, M. Porter, A. Thompson, A. Chandler and others.
Despite numerous studies of the theory and practice of foreign economic activity of modern enterprises, the tools and factors that determine it within the framework of strategic areas of activity, however, the problems of international marketing in foreign economic activity of enterprises have not found wide application in the works of domestic scientists - from the theoretical substantiation of the role of marketing as a management function in stimulating FEA until the creation of specific methodological and practical recommendations in the direction of development and implementation marketing strategy development of an enterprise - a participant in foreign economic activity. In addition, one should take into account the fact that most management decisions for strategic marketing
found in foreign literature do not take into account the specifics of external and internal environment functioning of Russian enterprises and therefore need to be understood and adapted to the practice of internationalization Russian business.
The relevance of the problem under consideration, the practical significance of studying the issues of planning foreign economic activity based on the marketing approach determined the choice of the topic, goals and objectives of the dissertation research.
Purpose and objectives of the study. The purpose of the dissertation is to develop theoretical approaches and practical recommendations aimed at planning and developing the foreign economic activity of Russian enterprises based on the formation of a marketing strategy in the context of globalization.
Realization of the set goal led to the solution of the following tasks:
explore the essence of the concept of foreign economic activity of a modern enterprise in the context of globalization of world economic relations;
determine the components and key stages of the process of strategic planning of foreign economic activity of the enterprise;
to characterize the main stages of planning the international activities of an enterprise based on the use of modern economic instruments;
determine the role and functions of international marketing in the development of foreign economic activity and increase the competitiveness of a modern enterprise in the context of globalization;
identify the main elements and features of strategic planning and marketing management in the foreign economic activity of Russian enterprises;
substantiate approaches to improving the efficiency of foreign economic activity of an enterprise in the global space based on the development of an international marketing strategy;
propose the main directions for the development and implementation of an international marketing strategy for domestic enterprises focused on foreign economic activity.
Object of study is the foreign economic activity of Russian enterprises in the context of the internationalization of Russian business.
Subject of research is a complex of organizational economic relations, emerging between business entities -
participants of foreign economic activity in the process of developing and implementing market strategies.
Theoretical and methodological basis of the study. The dissertation work is based on the research of various theoretical schools and directions presented in the works of leading domestic and foreign scientists in the field of planning foreign economic activity of economic entities, the logic and stages of strategic management of this process in an enterprise, and approaches to the formation of an international marketing strategy. The substantiation of the provisions and conclusions of the dissertation research was carried out on the basis of a critical understanding of scientific provisions on the theory of strategic planning of foreign economic activity of an enterprise, methods of system-functional, comparative analysis, as well as methods of scientific abstraction, induction and deduction, economic and statistical methods for collecting and processing information.
information-empirical the basis of the dissertation was statistical data Federal Service state statistics of the Russian Federation, analytical reviews of Russian and foreign organizations (Expert RA, World Economic Forum, American Marketing Association), materials periodicals USA, UK, France ("Economist", " Harvard Business Review”, etc.), regulations legislative and executive power, the results of research by Russian and foreign economists, presented in publications, the Internet.
Dissertation Research Hypothesis consists in the assumption of the leading role of marketing in planning the foreign economic activity of an enterprise based on the formation of long-term competitive advantages. At the same time, international marketing within the framework of the strategic process of managing and planning foreign economic activity of an enterprise is considered as a system that brings the internal environment to the requirements of the international one in accordance with the strategic guidelines for the activities of an economic entity.
Provisions of the dissertation submitted for defense.
1 . Modern trends in the development of the economy make it possible to formulate a number of requirements for the organization of foreign economic activity of an enterprise that seeks to become a competitive player in the global economic space:
reduction of competitive advantage, including in the direction of finding the optimal ratio of price and quality that suits buyers; building the most effective sales channels; differentiation of products or services, creation of a new product or service; optimal degree of vertical integration; a combination of competition and cooperation in business, attracting a large number of consumers or suppliers. At the same time, the success of the implementation of foreign economic activity means the need for enterprises to implement activities aimed at creating consumer value and providing them with the opportunity to compete in new (national and foreign) markets.
In the context of globalization, the development of foreign economic activity of economic entities based on market strategies involves highlighting the importance of modern management tools. Enterprises that are actively engaged in production or other activities using the principles of marketing manage to significantly expand the range of products, increase the number of employees working to promote goods to foreign markets, and ensure the growth of export deliveries. The essence of international marketing is understood as a market concept of management, which is based on the principles of organizing production and commercial activities an enterprise that is a subject of foreign economic activity under a single program, which is formed taking into account the existing and future needs of foreign markets in order to create long-term competitive advantages.
Management of foreign economic activity of an enterprise in the context of globalization involves analysis, research and definition of international markets, development and implementation of product positioning strategies aimed at meeting the needs of consumers target markets. The complex of strategic decisions in the activities of an enterprise - a subject of foreign economic activity includes, among other things, the solution of a number of issues: the choice of the scope of the enterprise, the search for new guidelines and prospects for the development of enterprise initiatives, its preparation for changes taking place in the international environment. These issues are considered as a rule within the framework of the marketing approach to the management of the enterprise's foreign economic activity. At the same time, the main task of marketing as a management function is to find the most profitable ways and conditions for the enterprise to meet the needs of the market, based on the existing
internal potential, and tayuke formulating the directions of development of the latter in accordance with the predicted changes in the external environment.
The development of world economic relations at the present stage actualizes the need to form a system of strategies for the functioning of economic entities in a highly competitive environment. The generalized process of making strategic decisions regarding the choice of international markets for enterprises planning foreign economic activity includes a number of successive stages: analysis of factors of the external (global) environment; development of a system of criteria and, on their basis, determination of potential markets for the company's foreign economic activity, as well as building a model for entering target markets (market); formation of an international marketing strategy. At the same time, the task of choosing a target market becomes much more complicated when it comes to intensive and regular export of products.
The globalization of the economy, the internationalization of business presupposes the ever-increasing use of telecommunications, information and computer support. In the context of development information technologies virtual procedures are an effective tool for implementing market strategies of an economic entity in the foreign market, taking into account the specifics of the modern management process. Such management procedures require the availability of not only special machinery and equipment, but also the organization of relationships between subjects of foreign economic activity at various levels in the short, medium and long term. When building electronic models organization of business on the Internet (In-tranet), it is necessary to take into account the quality information support, serving the production and economic activities of the enterprise both at the national and international levels.
At the heart of the market strategies of an enterprise - a participant in foreign economic activity, aimed at consumer satisfaction and gaining benefits, is a conceptual approach to the formation of long-term competitive advantages of an economic entity due to the optimal combination of price and quality of the product produced, the ability of the enterprise itself to adequately perceive the processes of change (signals of the external environment) that open up for it has ample opportunities to occupy new "niches" (segments, areas, areas) in the international (global) markets for goods, works, services. Marketing strategy of an enterprise - a subject of foreign economic activity
involves a sequence of actions and procedures, including the setting of targets for the marketing activities of the enterprise; definition of the target market (markets) and its comprehensive analysis; identification of possible alternatives for entering foreign (foreign) markets, etc. Such a strategy of a foreign trade entity is aimed not at realizing random export opportunities, but at systematic planned work to study foreign markets and select the most profitable of them.
Scientific novelty of the research results in general, is to develop promising directions for the development of foreign economic activity of domestic enterprises based on the use of modern market strategies and is as follows:
Revealed key function FEA at the micro level, content side
which is a set of tools that ensure the harmonization
interactions structural divisions real-life enterprise
positioning the competitive advantages of the enterprise on commodity markets, providing
its active participation in the system of world economic relations through the use
key competencies and allowing to form an exceptional consumer
the value of the company's products, as well as to increase the effectiveness of its
functioning as a subject of international trade;
An author's approach to the process of strategic planning of foreign economic activity of an enterprise has been developed based on the allocation of internal (determined by the internal environment), national (determining the activities of the company within the home country) and environmental factors of the global economic space (determining the conditions for the activity of the enterprise in the market (markets) of another country, as well as related to the movement of goods and services between countries), and including the adoption of strategic decisions regarding the advisability of the enterprise to enter foreign markets, the formation of the vision and goals of the enterprise's foreign economic activity, the analysis of its capabilities in accordance with the needs of the foreign target market, the generation of strategic alternatives and the most optimal solution;
The interrelation of the main elements of the system of international maritime
keting of an enterprise - a subject of foreign economic activity, by highlighting a strategic (time
development of an international marketing strategy, monitoring of the external environment,
substantiation of the main competitive advantages of the enterprise and its products,
selection and analysis of foreign markets) and tactical level (clarification of the details of strategic market goals, development of management plans for components marketing complex, distribution of resources by functional areas, scheduling, etc.), as well as the functions and structural diagram of the unit that implements marketing research, forming the information environment of foreign economic activity;
The necessity of using virtual procedures in the system is substantiated
strategic management of foreign economic activity of a modern enterprise, the application of which
is directly related to the receipt and processing of a significant amount of information about
trends in the development of the world and national economies, conducted by international
marketing research, conjuncture of foreign and domestic
markets and aimed at revenue growth by identifying customers who are prone to
purchase of new (certain) goods or services via the Internet, which will lead to
to increase the efficiency of sales in the conditions of functioning in the international
nominal level;
The basic problems and objective limitations of the strategic approach in planning and organizing foreign economic activity of domestic enterprises in the context of a changing global economic environment are identified, including the development of a strategy based on analysis internal resources and opportunities without taking into account the dynamics of their change in the future, the lack of an integrated approach to the strategic planning of foreign economic activity (the use of individual elements of the marketing strategy), the integration of independent plans for the development of foreign economic activity of economic entities, as well as their relationship with the plans of the state; lack of resources devoted to the study of marketing development; imperfection of the legislative base;
The author's classification of international marketing strategies in the system
topic of strategic management of foreign economic activity, the fundamental difference between which and the existing
The main one is to substantiate the need to identify levels and determine
the sequence of strategic decision-making by the enterprise, orient
bathrooms for foreign economic activity, and allowing in a highly competitive environment to increase
the effectiveness of promoting goods to the international market based on the development
key competencies of an economic entity.
Theoretical and practical significance of the work. The theoretical significance of the study is determined by the relevance of the tasks set and their compliance with the needs of expanding the foreign economic activity of Russian enterprises. A number of provisions of the dissertation can serve as a theoretical basis for further research on the problems of strategic planning of foreign economic activity of enterprises from the point of view of the marketing approach, factors of the international marketing environment.
The provisions of the dissertation research can provide practical help in the development of evidence-based approaches in the process of implementing management strategies in order to increase the efficiency of the commercial activities of Russian enterprises in foreign markets. The obtained results of the research can be included in the subjects of academic disciplines: "Fundamentals of the foreign economic activity of a company (enterprise)", "Management of the foreign economic activity of an enterprise", "World Economy", "Strategic management of the marketing activities of an enterprise", special courses devoted to the problems of strategic management of foreign economic activity of an enterprise .
Approbation of the research results. The main results of the dissertation research were reported at international, Russian, regional and interuniversity scientific and practical conferences in Krasnodar, Volgograd, Sochi, Moscow, Cherkessk. The theoretical and methodological approaches formulated in the work are used by the Department of World Economy of KubSU in the process of teaching the academic disciplines "Foreign economic activity of an enterprise", "International economic relations", "International marketing".
Separate provisions and conclusions of the dissertation were used in practical activities JSC "Uspensky Sugar Plant"
The main provisions of the work were reflected in 9 printed works, with a total volume of 2.7 pp, including author's - 1.85 pp.
Structure and scope of work are determined by the logic of the study and consistently reveal the designated goals and objectives of the study. The dissertation consists of an introduction, three chapters, including 7 paragraphs, a conclusion, a list of references of 198 titles. The work is accompanied by 21 tables, 27 figures.
Essence and trends in the development of foreign economic activity of economic entities at the present stage of globalization of world economic relations
A number of works of foreign and domestic authors are devoted to the issue of globalization of world economic relations. An example is the research of V. Medvedev, V. Obolensky, David Dollar, Art Kline and many others. They analyze various aspects and patterns of globalization, trends in the development of world markets, the activities of companies and other subjects of economic life in the globalizing world economy. Despite great amount research in this area, in the world community, opinions about globalization are very ambiguous, and sometimes completely opposite. In journalism, there is a trend of absolutization and unjustifiably extended interpretation of globalization, the inclusion in this concept of almost all changes in modern society. It should be assumed that the main impulses of globalization come from the economy. Without taking into account the economic component, the main argument is lost, confirming the objective nature of globalization as an inevitable and fundamentally progressive process. A number of researchers consider globalization as a serious threat to the world economic system, while others see it as a means of further development and prosperity1. Absolutely everyone agrees on one thing: it is necessary to explore this process, determine the opportunities and benefits, the manifestation of positive and negative consequences emerging in the process of globalization.
The characteristic features of globalization are manifested in the growing economic openness of countries, the liberalization of national trade regimes and financial flows, the formation of a global financial market and worldwide information network. In the scientific literature, there are various interpretations of the concept of globalization, but there is no generally accepted interpretation of this concept. In general, the globalization of the economy is manifested in such processes as: the growing interconnectedness and interdependence of modern international economic relations, the growth of their scale; convention of borders between intranational and international economic relations; active inclusion of almost all countries in the global system of international relations.
In the definition of Utkin A.I. “globalization is the merging of national economies into a single, global system based on the new “ease” of capital movement, the openness of the world, on the technological revolution, on the commitment of developed industrial countries to the liberalization of the movement of goods and capital, based on communication convergence, planetary scientific revolution, international social movements, new types of transport, implementation of telecommunication technologies, international education2”. A. Volodin and G. Shirokov understand globalization as “the gradual transformation of the world space into a single zone, where capital, goods, services move freely, where ideas spread freely and their carriers move, stimulating the development of modern institutions and polishing the mechanisms of their interaction” .
In contrast to the above definitions, other authors believe that in addition to the interdependence of markets and the increase in the movement of goods, capital and services, globalization also consists in the development of international business, the unification of management methods, and the spread of the same living standards4. The famous Russian scientist V.P. Obolensky interprets globalization through the interdependence of countries and the increase in the volume and diversity of world economic relations.
Many researchers come to the conclusion that globalization is developing in three directions: international trade goods, services and facilities intellectual property; international financial transactions (currency, credit, securities and derivatives) international movement of factors of production (capital, labor, technology).
In the context of globalization, it acquires special significance in the long-term socio-economic development of the country, its regions, individual enterprises - foreign economic activity (FEA). Through the implementation of various forms of foreign economic activity, the integration of the national and global economies takes place, which makes it possible to exchange goods and production factors in a bilateral and mutually beneficial direction.
Thus, countries, regions and individual enterprises, integrating into the world economy, are involved in the process of globalization and experience its impact through various forms of foreign economic activity.
Organization of foreign economic activity of a modern enterprise: a strategic aspect
The current stage of development of the world market is characterized by the growth of dynamics, instability and, above all, the globalization of business. The conditions for the development of the economic sphere of society's life are characterized by a further aggravation of competition in world markets, more and more complex and diversified both technological and organizational models of production, extreme information richness and communication. Under these conditions, foreign economic relations are becoming an increasingly prominent part of the economic activity of enterprises and organizations. There is a growing interest in participating in economic, industrial, scientific and technical cooperation with partners from foreign countries. Most of the national enterprises would prefer to work for a sufficiently large domestic market, since in this case doing business would be easier and safer. However, the influence of a number of factors pushes enterprises to enter the international market. Among these factors are traditionally distinguished: 1) competition in the domestic market. Global companies can also enter the domestic market, offering quality or cheaper products; 2) individual foreign markets may provide an opportunity to obtain more high income; 3) the need to expand the market in order to achieve economies of scale in production; 4) reducing dependence on one market and thereby reducing the risks associated with the main activity. 5) the need to search for new markets for the sale of products. Thus, foreign economic activity allows enterprises to strengthen their financial system increase profitability, profitability entrepreneurial activity; receive convertible currency for the sale of their products on international markets, which is necessary both for the purchase of new technologies, as well as components and raw materials for export production; gain a foothold in international markets; constantly improve own production and foreign trade equipment, participating in competition in world markets. FEA, like any other production and economic activity, is a set of certain functions performed by enterprises and organizations in the process of foreign trade operations. Usually, the following are distinguished as the main, complex, functions: - production or production and economic functions associated with the choice of an export strategy and technology for the process of creating and selling export products; - organizational and economic, related to the organization of foreign economic activity and economic support its implementation; - operational and commercial functions related to the operational implementation of specific commercial operations31. These functions are interrelated and interdependent. Insufficient attention to one of them inevitably leads to a decrease in the efficiency of foreign economic activity as a whole. Moreover, these functions form a system where each of the listed functions is equally important in the implementation of the enterprise's foreign economic activity. So, for example, preferring technological processes creating competitive products (a really important condition for foreign economic activity) and losing sight of the organizational, economic and operational-commercial functions for its implementation, there is a rather objective threat not only not to enter the world market, but also to be squeezed out by foreign enterprises in domestic markets. The practice of developing domestic enterprises in recent decades clearly demonstrates how attempts to solve isolated management tasks in the development of foreign economic activity lead to the inefficiency of all foreign economic activity of economic entities. When deciding to enter a foreign market, an enterprise inevitably faces a number of risks: misunderstanding of the preferences of foreign consumers, offering uncompetitive, unattractive products; foreign business culture; ignorance of the rules of business regulation abroad; lack of managers with international experience; the threat of expropriation of the property of foreign firms (changes in trade laws, currency devaluation). The presence of competitive advantages within the country and the high risks of international activities delay the entry of the enterprise into foreign markets. However, the need to find new markets to sell their products, as well as a domestic exporter, a foreign importer, or a foreign government, may push an enterprise to export products or develop other forms of foreign economic activity. In this case, the main role of foreign economic activity at the micro level is seen in the "development of relations" between the national enterprise and international markets. At the same time, it is obvious that since competition is a necessary element of the foundations of the functioning of any economic entity, both at the national and international levels, then foreign economic activity is a continuation of such functioning in a special form. Enterprises produce a limited number of product types, faced with the problem of limited resources. In addition, enterprises differ significantly from each other in their production capabilities.
The main stages of planning the international activities of an enterprise: a marketing approach
Enterprises developing foreign economic activity pursue a number of goals determined both by the internal environment of the enterprise and its development strategy in foreign markets. The most common goals that do not depend on the specifics of the enterprise's activities include the following: increase in sales, production; search for more favorable competitive conditions; extension life cycle goods; business diversification in order to be protected from competition. As rightly emphasized by Krevens D., the marketing function is so fundamental that it cannot be considered outside the context of the entire economic activity of an enterprise (i.e., as a separate function like production or personnel management)1. Of course, the implementation of this function involves the performance of certain actions and is characterized by a certain focus, but it is decisive in terms of the purpose of the enterprise. The expediency of the existence of an enterprise can be assessed by the results of its work, i.e. from the point of view of the consumer. In accordance with the current stage of marketing development, enterprises strive not only to meet the current needs of consumers, but to predict future needs and find ways to meet them. According to J.-J. Lambena, the concept of marketing is "it is a translation of the underlying market economy the principle of buyer priority into the operational language of management tools and methods. Thus, the concept of marketing allows companies to produce what the consumer needs, combining customer satisfaction with profit. Consideration of international marketing as a function of managing the foreign economic activity of an enterprise, in our opinion, should be based on its presentation as a system. In the framework of this work, under the international marketing system we will understand the enterprise management subsystem - the subject of foreign economic activity, which brings the processes of the internal environment in accordance with the target plans or action programs of the enterprise in relation to the external environment. At the same time, the external environment of such an enterprise is determined both by the national conditions of its functioning and by the conditions of foreign markets with which its activities are directly or indirectly connected; regulation by the international marketing system is carried out on the basis of an analysis of the reactions of the internal and external environment. The main elements of the international marketing system are the following: 1) a set of strategic decisions related to the external environment of the enterprise - a participant in foreign economic activity, the development of an international marketing strategy; 2) the area of operational management of foreign economic activity of the enterprise based on the marketing approach; 3) marketing research, evaluation and selection of foreign markets; 4) the structure and functions of the enterprise marketing service. Let's consider the presented elements in more detail. At the same time, based on the goals and objectives of the dissertation research, we will give priority attention to the first element of the international marketing system. 1. The marketing function involves analysis, development of a marketing strategy and implementation of the following marketing activities: 1) comprehensive study of markets of interest to the company, identification of target markets; 2) setting tactical goals, developing and implementing product positioning strategies aimed at meeting the needs of consumers of previously defined target markets, as well as managing these strategies. The effectiveness of the impact of the external economic component on the growth rate of an enterprise involves the use of a strategic approach that provides for the proactive nature of regulatory influences, foresight and prevention of adverse developments in the situation. In this case, the main role is assigned to the development and implementation of an international marketing strategy in order to stimulate foreign economic activity of an economic entity. This strategy is intended to be one of the most important means of shaping internal sources accumulation. Its task is to maintain such relationships between the enterprise and its environment that allow you to achieve your goals, correspond to internal capabilities and external requirements. It should be noted that often the concept of marketing strategy is identified with market strategy. The author of the dissertation research adheres to the point of view according to which the market strategy is an integral part of the philosophy of strategic marketing. In general, the system of marketing strategies is much broader than market ones, since in addition to market strategies aimed at achieving market goals, it includes at least strategies about the nature of the activity and ensuring its economic results. In the first case we are talking about ensuring the image of the enterprise, its social responsibility before society, in the second - ensuring the necessary level of income, guaranteeing the operation of the enterprise on a profitable basis. IN modern conditions the problem of priority between market goals and economic results is resolved in favor of market goals, and, consequently, market strategies in the marketing system. The ability to achieve and maintain a competitive advantage largely depends on the effectiveness of an enterprise's marketing strategy, which is determined by the strategy's focus on creating exceptional customer value, its ability to enhance the enterprise's core competencies, responsiveness to changing market needs, focus on developing new products, and recognition of the global nature of economic competition. According to D. Kre-vens, in this case we are talking about a strategy of market orientation. A sign of the market orientation of the marketing strategy of an enterprise is a focus on market needs. corporate culture and internal processes of the company. The main characteristic of such a strategy is the recognition of the fact that competitive advantage enterprise is based on its commitment to creating exceptional customer value.
Factors and conditions for the development of foreign economic activity of Russian enterprises: features and the role of marketing as a management function
Foreign economic activity Russian entrepreneurship abroad is an important factor in building up the country's economic potential by expanding exports, transferring income from abroad, and including Russian enterprises in global value chains. The key directions for the development of foreign economic activity of domestic enterprises at the present stage are: - increasing the scale and improving the sectoral structure of Russia's foreign economic presence in foreign markets, with an increase in the share of companies in the manufacturing sector and services; - prevention of counterproductive competition in foreign markets between Russian companies producing similar products, the conclusion between them of strategic agreements on the joint implementation of international expansion projects; - formation of strategic associations of Russian and foreign enterprises for joint activities in foreign markets in order to develop, manufacture and sell competitive products. Strategic planning the strategy of foreign economic activity of an enterprise involves the analysis of factors of both the internal and external environment of the functioning of an economic entity. In this regard, we will analyze the key macroeconomic indicators that have a direct impact on the activities of Russian enterprises. At present, the development of foreign economic activity in Russia as a whole follows in line with globalization trends. According to a number of domestic and foreign experts, the modern Russian economy is an open economy. And if in the early 90s. the problem of the development of foreign economic activity was to increase the degree of openness of the economy, its integration into world economy, now the emphasis is shifted to the "qualitative aspect" of such integration, since an open economy largely depends on changes in foreign markets, global processes taking place in them and is forced to constantly balance between observing its own interests and the objective need to follow global development trends. In general, the integration of the Russian economy into external environment determined by the balance of differently acting trends and factors. On the one hand, the vast size of the country, the uneven development of its regions, a number of unresolved problems and bottlenecks in the Russian economic system slow down the process of effective integration of the country into world economy 149. On the other hand, the development of foreign economic activity, its individual forms, made it possible during periods of market reforms to survive for many domestic exporting enterprises and, on the whole, to stabilize supply and demand in the domestic market through the development of import operations. The effect of a country's participation in the international exchange of goods, services, capital and labor force, plays a very significant role in the development of the domestic economy. For example, the export of goods provides, according to various estimates, from /3 to /3 of Russia's GDP growth. About 11-14% of the added value produced in Russia is absorbed in foreign markets. Foreign direct investment in recent years provided Russia with more than 16% of all capital investments in fixed assets. Almost half of the resources retail generated through imports. Among the various forms of foreign economic activity for the Russian economy, the most important and decisive are foreign trade and the international movement of capital. Currently, approximately 40% of the country's GDP is formed through export operations. For many sectors of the national economy, foreign trade is the main form of foreign economic activity. At the same time, as the ruble strengthens and effective demand increases amid low competitiveness domestic manufacturers, focused on the commodity coverage of domestic demand, since 2002 there has been an acceleration in the growth of imports, primarily of means of production and consumer goods. Following the general global trend, the turnover foreign trade Russia in recent years has grown much faster than its GDP and industrial production. If the coefficient of advancing foreign trade of GDP growth in the world for 1995-2007. amounted to 1.5 times, then in Russia - 2.6 times. Russian export increased over this period by almost 4.5 times, imports - by 4.3 times, and the country's share in world trade - from 1.5 to 2.6%. These trends in the dynamics of exports and imports as a whole persisted in 2008. At the same time, the financial crisis and the fall in prices for Russia's main export commodity, oil, somewhat corrected these trends. According to customs statistics, in 2008 Russia's foreign trade turnover amounted to 735.0 billion dollars. USA and increased by 33.2% compared to 2007, including with countries far abroad- 628.5 billion dollars (an increase of 34.0%), with the CIS countries - 106.5 billion dollars.
Types and forms of foreign economic activity.
FEA refers to one of the areas of international business based on the production of products (performance of work and provision of services intended for foreign markets).
In Russian practice, this concept has been actively used since the late 80s of the last century in connection with the beginning of the economic reform (1086-1987), the essence of which was the decentralization of state foreign trade and the transition from a system of intergovernmental foreign economic relations to the independent implementation of foreign economic activity at the level enterprises. - manufacturers of export products.
Decree of the President of the Russian Federation of November 15, 1991 No. 213 “On the liberalization of foreign economic activity on the territory of the RSFSR” established that “all enterprises, organizations and associations registered in the territory of the Russian Federation, regardless of their form of ownership, are allowed to carry out foreign economic activity without special registration” . Any Russian person whose constituent documents provide for the conduct of foreign economic activity has the right to import or export goods in accordance with the concluded contract.
As a result of the reform of the WES in Russia, two concepts “WES” and “VED” have developed, the last of which changed the content of the previously used category of WES, its meaning and nature. At the same time, foreign economic activity and foreign economic activity should not be considered as two separate foreign economic spheres of functioning and state regulation in the Russian economy. Because one of the priority aspects of foreign economic activity is that the foreign economic strategy of individual export-oriented enterprises, as well as the sectoral ministries and departments that they belong to, largely determines the directions and principles of the state's foreign economic policy.
Foreign economic relations. - one of the forms of interstate relations in the field of scientific, military-technical, industrial and trade-economic cooperation and monetary and financial interaction.
The content of the FEA consists in the unconditional fulfillment in the state interests of Russia of export deliveries (and import purchases for federal needs) arising from the bilateral intergovernmental trade and economic agreements reached, as a rule, of a mutual nature within the framework of international specialization and cooperation, as well as in the fulfillment of financial and credit obligations .
Planning of volumes and determination of the commodity nomenclature of export-import products and services within the framework of the FEA is carried out by federal structures, i.e. at the government level for strategically important positions through the system state order and from the state budget.
The state order, in fact, acts as a directive plan for ensuring the production of export products for specialized enterprises selected as a contractor. Under the formed order, the government allocates limits for centralized logistics and monetary and financial resources.
By transferring the state order to the executing enterprises, the federal structures responsible for the implementation of foreign economic agreements undertake the obligation to pay it in full on time within the stipulated period.
Foreign economic activity refers to the market sphere of relations, is based on the criteria of entrepreneurial activity, structural connection with production processes and is distinguished by legal and economic autonomy, as well as legal independence from sectoral departmental guardianship.
Foreign economic activity is carried out at the level of enterprises in partially or fully ensuring the production of export products and their sale on the foreign market. Such enterprises, companies, firms are export-oriented enterprises.
FEA is based on complete independence in the development of an export strategy, in the choice of an export product, its nomenclature and composition of assortment items based on production and technological capabilities, as well as the external market, a foreign partner, basic and financial and economic conditions. foreign trade transactions, in determining the export price and the cost of the contract, the timing of the delivery of products and methods of transportation.
Factors of development of foreign economic activity.
Foreign trade began to develop rapidly under the capitalist mode of production and reached its greatest development when a number of the world's largest countries (USA, Japan, Germany, France, etc.) entered the world market economy. economic system.
The most significant factor that influenced the rapid development of foreign trade between countries in the 19th century was the development of sea and rail transport. In the XX century. the possibility of a broad development of foreign trade has increased due to the constant improvement of all modes of transport.
The intensive development of various types of machine production makes it important to increase foreign trade exchange operations, since new types of raw materials, fuel, materials, as well as scientific developments are needed.
The following groups of factors also influence the development of foreign economic activity:
1. Economic factors. Throughout history, there has been an uneven economic development of various countries of the world. Each country has its own structure of industries, its own level of industrial development, Agriculture, transport, communications, their specialization in the economy.
2. Political relationships. Strengthening foreign economic activity is facilitated by the presence of friendly political relations between countries.
3. Scientific and technical development of the country. The formation of foreign economic activity is facilitated by the exchange between countries, researchers, teachers, students; conducting joint research, experiments, fulfillment of contracts for design, research and development work.
4. Features of the geographical location, natural and climatic conditions.
5. Resource factors. The difference between human, raw materials and financial resources also creates the basis for exchange relations.
After the Second World War, when the world was dominated by countries with a closed economy, the view was widespread that every state should succeed in all areas of the economy. This trend was due to the desire to ensure the country's self-sufficiency, as well as the opinion that reaching the modern level involves the development of manufacturing industries, and not a concentration on those areas where the country has achieved the greatest success. However, international experience has shown that prerequisite successful development there has been a deeper integration of the country into the world economy, allowing to obtain new technologies and know-how, as well as increasing the role of competition.
It began with the formation of capitalism and the improvement of production. The leaders in this are the largest countries of the world: the USA, Germany, Japan, Italy and others in the process of their entry into relations in the world economic market.
Definition 1
Foreign economic activity is a set of processes in which external economic relations are implemented through the exchange of goods, entering into joint ventures and other forms of economic, scientific and technical relations, as well as through transactions with currency, financial and credit funds.
The concept of foreign economic activity is both a historical and an economic category. From a historical point of view, foreign economic activity is the result of the formation of civilization, which arose along with statehood and develops along with it. From the point of view of economic science, foreign economic activity is a system of economic relations between the countries of the world, covering almost all spheres of economic life, primarily production, trade, and investment.
FEA development factors
One of the main factors in the development of foreign economic activity is, of course, the export of capital. On this basis, transnational companies and corporations appear, which are usually national in terms of capital and international in terms of the field of activity. The role of such transnational organizations is great, since they account for up to 1/3 of all international exports in the world.
Other factors influencing the development of foreign economic relations include:
- Different levels of economic development of the countries of the world - each country has its own unique industry structure and its inherent level industrial development, communications, transport, its own economic specialization.
- Differences in the provision of labor, raw materials, financial possibilities- around the world every year about 25 million people move in search of work, while there are countries with a surplus of labor, and, conversely, with a shortage of labor and human resources. That is why the process of labor migration plays an important role in the development and strengthening of international economic, scientific and technical relations.
- The political situation of states - the positive political climate in the world and friendly relations between the states of the world contribute to the development and strengthening of foreign economic activity, and political confrontation, on the contrary, exacerbates the closedness of economies, reduces trade turnover and can even lead to a break in economic relations.
- Differences in the level of scientific and technological development are an important factor in the development and strengthening of foreign economic activity. The exchange of students, researchers, achievements, conducting joint scientific projects and research, concluding contracts for design research - all this strengthens relations between states.
Problems and prospects of Russia in the field of foreign economic activity
Russia is a country rich in mineral and raw materials, has the most profitable geographical position, but recently faced with significant prohibitions, restrictions associated with the possibility of world trade.
Remark 1
Of course, intro Russian Federation in the WTO somewhat reduced the economic pressure from foreign countries. However, the sanctions imposed since 2014 by the United States and certain Western countries have forced a search alternative solutions concerning the conduct of foreign economic activity, since only the internal exchange of goods and services between regions would not ensure the achievement of normal economic indicators.
At present, for the effective and efficient development of foreign economic relations, Russia is striving to become a state that produces and sells competitive goods and services, creates equal conditions for competition among manufacturing enterprises in different market sectors. The main condition for solving such a problem is an effective public policy in the field of foreign economic activity, based on:
- the growth of state control in the field of foreign trade relations
- control of the quantity and quality of exported and imported goods
- expanded attraction of investments in the economy from foreign partners
- creating the most comfortable conditions for the activities of domestic producers.
The sphere of implementation of the State Program for the Development of Foreign Economic Activity covers all significant issues of development and regulation of foreign economic activity, including:
- bilateral, regional and multilateral economic cooperation of the Russian Federation with foreign states;
- development economic integration in the format of the Eurasian economic union;
- existing and projected institutions and mechanisms for the development of foreign economic activity;
- a system of state regulation of foreign economic activity, taking into account the attribution of a wide range of issues of foreign economic regulation to the subject of regulation of the legislation of the Eurasian Economic Union;
- development customs activities, customs and logistics infrastructure and customs administration system;
- functioning of the system of checkpoints across the state border of the Russian Federation, taking into account the expansion of foreign economic activity.
The goal of the State Program for the Development of Foreign Economic Activity is to strengthen the positions in the global economy and increase the contribution of the foreign economic activity of the Russian Federation to the socio-economic development of the country.
Tasks of the State program for the development of foreign economic activity:
- development and expansion of the potential of international economic cooperation;
- formation of legal and institutional foundations for the creation of the Eurasian Economic Union as the next stage in the formation of an integration association Customs Union and the Common Economic Space;
- formation of a national system of institutions and mechanisms for the development of foreign economic activity;
- formation of a system of state regulation of foreign economic activity that effectively ensures the national interests and interests of Russian business in the process of international economic cooperation, taking into account the changed conditions of the external environment;
- development of the customs administration system;
- improving the efficiency of the system of checkpoints across the state border of the Russian Federation.
Priority directions of foreign economic activity
Subprogram 1. Implementation of priority areas of foreign economic activity in the process of international economic cooperation
1.2. Expansion of bilateral trade and economic cooperation with foreign countries.
1.2. Development of multilateral economic cooperation and integration processes in the Commonwealth of Independent States.
1.3. Ensuring the participation and protection of the interests of the Russian Federation in the activities of the World Trade Organization.
1.4. Development of the integration of the Russian Federation into the international economic system, ensuring participation in international economic organizations, forums and agreements.
1.5. Development of interaction with regional economic organizations.
Subprogram 2. "Formation of the Eurasian Economic Union"
2.1 Creation, development and implementation of a system of agreements on the formation and operation of the Eurasian Economic Union.
2.2 Ensuring the activities of supranational and interstate bodies of the Eurasian Economic Union with the transfer of the necessary powers to them.
Subprogram 3. Creation of a national system for supporting the development of foreign economic activity
3.1 Financial support for exports
3.2 Promotional support for exports and investment cooperation
3.3 Ensuring planning, coordination and monitoring of foreign economic activity.
3.4 Removal of barriers to export and investment in foreign markets.
3.5 Development of the activities of trade missions of the Russian Federation in foreign countries to promote economic interests in the global economy.
3.6 Creation of infrastructure organizations to support small and medium-sized businesses engaged in foreign economic activity.
3.7 Development of a system for training, retraining and advanced training of personnel in the field of foreign economic activity.
3.8 Implementation of individual activities of the priority project "Systemic measures for the development of international cooperation and exports".
Subprogram 4. Improving the system of state regulation of foreign economic activity
4.1 Ensuring the effective implementation of the functions of foreign trade regulation in the format of the Customs Union
4.2. Simplification of administrative and tax rules and procedures for participants in foreign economic activity
Subprogram 5. "Improvement of customs activity"
5.1 Improving the activities of the customs authorities of the Russian Federation
5.2. Development of the administrative and social infrastructure of the customs authorities of the Russian Federation
5.3. Housing for customs officers
5.4 Medical and health resort provision
Subprogram 6. "Ensuring the development of a system of checkpoints across the state border of the Russian Federation for the implementation of foreign economic activity"
6.1. Improving the system of checkpoints, creating favorable conditions for the movement of goods across the state border and its crossing by individuals
