Development of proposals for improving the marketing activities of the enterprise. Suggestions for improving the marketing activities of the enterprise

MINISTRY OF EDUCATION AND SCIENCE OF THE REPUBLIC OF BURYATIA

STATE BUDGET PROFESSIONAL EDUCATIONAL INSTITUTION "BURYAT REPUBLICAN TECHNICIUM OF FOOD AND PROCESSING INDUSTRY"

(GBPOU "BRTPiPP")

RESEARCH

on the topic: Analysis and improvement of the marketing activities of the Trading House "Nadezhda"

Artist: student full-time training group 551

Specialty: 38.02.04 "Commerce (by industry)"

laletina alexandra evgenevna

Moskaleva Victoria Ivanovna

Head of work: Rev. O.S. Seletskaya

Ulan-Ude, 2017

Content

Introduction

1. Features of marketing activities in the enterprise

1.1 Essence and basic principles of marketing

1.2 Features of the marketing mix

1.3 Formation of competitive advantages

2. Analysis and improvement of the marketing activities of the trading house "Nadezhda"

2.1 Financial Analysis - economic activity Trading House "Nadezhda"

2.2 Analysis of marketing activitiesTrading House "Nadezhda"

Trading House "Nadezhda"

2.4 Competitiveness AnalysisTrading House "Nadezhda"

3. Ways to improve marketing activitiesTrading House "Nadezhda"

Conclusion

List of sources used

Introduction

In a competitive environment the main task enterprise management systems - to ensure that the organization wins and maintains a preferred market share and achieve superiority of the organization over competitors. In order to strengthen the competitiveness of an enterprise, it is necessary to actively use a marketing approach to solving managerial and production problems. It is the ratio of consumer demands and enterprise capabilities that should be the basis for developing the right directions, goals and strategies. entrepreneurial activity, and marketing programs and strategic plans at the highest level.

The relevance of the topic lies in the fact that in the conditions of acceleration and complication of the processes taking place in the market, the enterprise needs to develop qualitatively new methods for solving emerging problems of a managerial and other nature. The problem of the strategic success of an enterprise, the creation and retention of competitive advantages is one of the most urgent. Marketing is designed to help solve these problems. Managers and specialists should study its essence, main aspects and concepts, know the organization of marketing activities well, use the methods and techniques of this activity, and use all the positive things that the market gives, smooth out its negative aspects with maximum efficiency. The efficiency of the enterprise in modern times depends on how well the marketing system is built. market conditions. Based on the foregoing, it can be argued that the chosen topic is very relevant and requires special study and attention.

It should be noted that one of the main directions of the enterprise development strategy in the city of Ulan-Ude is to meet the needs of high-quality products, a competitive enterprise that meets the assortment and solvent demand of various segments of the population.

It is possible to achieve such a high level of development provided that an effective marketing service operates at the enterprises and a well-built strategic policy of the enterprise.

The purpose of this work is that it is necessary to analyze and improve the marketing activities of the TD "Nadezhda" enterprise, identify opportunities in the organization of marketing activities and determine ways to improve it.

The object of the study is Trade House "Nadezhda" (Ulan-Ude) engaged in the production and sale of food products. The subject of the study is the organization of marketing activities at this enterprise.

1 Features of marketing activities in the enterprise

1.1 Essence and basic principles of marketing

Marketing(from the English market - "market") - this is the original unity of rigorous science and the ability to work effectively in the market.

Marketing- this is a single complex for organizing the production and marketing of goods (services), aimed at identifying and satisfying the needs of a specific group of consumers in order to make a profit.

Naturally, this was all at a primitive level. And only in recent decades in the science of management a new trend has appeared, with clearly defined boundaries, functions, goals, methods, called "marketing". This term appeared for the first time at the beginning of the 20th century. in the USA, and after only 15-20 years it penetrated and began to be actively used and developed in many countries of the world.Marketing begins its development in 1960 - 1970, it is influenced by both external and internal factors:

a) increased standard of living;

b) an increase in the share of disposable income;

c) improving the quality of services provided social sphere;

d) the development of communication systems (people are actively starting to travel, bringing with them not only new goods, but also new needs);

e) the desire to use their free time to their advantage.

Marketing is a philosophy of production that is constantly exposed to market, political, economic and social influences. With the right "understanding of the environment", the ability to quickly respond to market changes, the ability to accept flexibility in solving strategic and tactical tasks, marketing can become the foundation for the long-term and profitable activities of any company.

In the very essence of marketing, certain concepts are laid down: need (need), request (demand), exchange of goods. The initial component of human nature is the need: the need for food, clothing, warmth, security, etc. i.e. the need is a human feeling of scarcity. But the need, which has taken a specific form under the influence of the level of culture and personality of the individual, is called need.

A need backed by purchasing power is called demand. Demand is a variable. It is influenced by such factors as the price level, income level, fashion and many others.

Any transaction takes place in the market. IN modern society the market is not necessarily a physical quantity (place).

From herethe role of marketing for the economyThis is an increase in trade and market efficiency.

Basic Principlesare:

1) achievement of the final justified result of the company's activities;

2) taking over a certain market share in the long run;

3) effective sale of goods;

4) selection of an effective marketing strategy and pricing policy;

5) the creation of market novelty products that allow the company to be profitable;

6) constantly conduct market research in order to study demand for further active adaptation to the requirements of potential buyers;

7) use A complex approach to link the set goals with the available resources and capabilities of the company;

8) search for new ways for the company to improve the efficiency of the production line, the creative initiative of the staff to introduce innovations;

9) improving product quality;

10) cost reduction;

11) organize the delivery of the company's products in such a volume, at a place and time that would most suit the end user;

12) track scientific and technical progress society;

13) to achieve advantages in the fight against competitors.

So, the main goals of marketing are the following:

1. MaximizationMaybe high level consumption - firms are trying to increase their sales, maximize profits using various methods and methods (introduce fashion for their products, outline a sales growth strategy, etc.).

2. Maximizationconsumer satisfaction, i.e. the goal of marketing is to identify existing needs and offer the maximum possible range of a homogeneous product. But since the level of customer satisfaction is very difficult to measure, it is difficult to evaluate marketing activities in this area.

3. Maximization of choice.This goal follows and, as it were, is a continuation of the previous one. The difficulty in realizing this goal lies in not creating branded abundance and imaginary choice in the market. And some consumers, with an excess of certain product categories, experience a feeling of anxiety and confusion.

4. Maximizing the quality of life.Many tend to believe that the presence of a range of goods has a positive effect on its quality, quantity, availability, cost, i.e., the product is “improved”, and therefore, the consumer can satisfy his needs to the maximum, improve the quality of life. Proponents of this view recognize that improving the quality of life is a noble goal, but at the same time, this quality is difficult to measure, so sometimes contradictions are born.

Marketing Tasks:

1) research, analysis, assessment of the needs of real and potential buyers;

2) marketing assistance in the development of a new product (service);

3) provision after-sales service;

4) marketing communications;

5) research, analysis, evaluation and forecasting of the state of real and potential markets;

6) research activities of competitors;

7) sale of goods (services);

8) formation of assortment policy;

9) formation and implementation pricing policy firms;

10) formation of a strategy for the behavior of the company.

1.2 Features of the marketing mix

The marketing mix is a set of tools (objects, processes, and functions) that marketers manipulate in order to best satisfy customers. The marketing mix refers to the variables that are under the control of marketing. The marketing mix usually includes the following elements:

Product (goods, service);

Its price (in relation to competitors and market demand);

How the product reaches (brings) to the consumer;

The way the product is being promoted.

The "7P" marketing mix includes all elements of the "4P" marketing mix (product, price, place, promotion), as well as elements such as "people" - people, all those who are directly or indirectly involved in the marketing process, "process" - procedures, mechanisms and sequences of actions that provide marketing, "physical evidence" - the environment, the environment in which the service is provided, the product is sold.

The marketing mix was first proposed in 1953 by Neil Borden in his presidential address to the American Marketing Association. Borden used the work of James Culliton, in which the marketer was described as a person who coordinates processes and combines various elements in the work. It was assumed that a diverse combination of elements can lead to positive results in the market. In 1960, McCarthy formulated a classification called "4P" and combining four elements (product, place, price, promotion)..

The marketing mix applies to both commercial and non-commercial activities.

Development of a marketing mix.

Having made a decision regarding the positioning of its product, the company is ready to proceed. to planning the details of the marketing mix, Marketing mix is one of the basic concepts modern system marketing.

The Four Ps of the Marketing Mix

A product is a set of "products and services" that a firm offers to a target market..

Price is the amount of money that consumers have to pay to get a product..

Distribution methods are all kinds of activities that make a product available to target consumers.

Incentive methods - all kinds of activities of the company to disseminate information about the merits of their product and persuade target consumers to buy it.

All decisions regarding the components of the marketing mix largely depend on the specific positioning of the product adopted by the firm. The marketing mix is a set of controllable marketing variables that a firm uses in combination to elicit a desired response from its target market.

The marketing mix consists of five main groups of activities:

1. A product is a set of products and services that a firm offers to a target market.

2. Price is the amount of money that consumers must pay to receive the product. The price charged by the firm must match the perceived value of the offer, otherwise customers will buy competitors' products.

3. Distribution is all kinds of activities that make a product available to target consumers. There are two types of activities: the distribution of goods and the process of product movement.

4. Methods of stimulation (communication policy) - this is all kinds of activities of the company to disseminate information about the achievement of its product and convince target consumers to buy it.

5. Implementation marketing activities.

Conditions for the implementation of programs:

influx of information;

establishing strategic and tactical planning;

determine the structure of the organization of the marketing department;

control system.

External, internal and bilateral marketing complexes according to the traditional concept of "4P" have their own specific categories of product, price, distribution channels and product promotion.

The internal marketing mix describes the strategy of the company-personnel relationship. The two-way marketing mix describes the strategy of the "personnel-consumer" relationship.

Thus, the controlled parameters of the two-way marketing complex are:

product - the process of providing a service and, as a result, its quality;

price - the degree of complicity of the consumer in the process, as well as the real price of the service received by the company;

the way of bringing the product to the consumer - the style of behavior chosen by the employee of the company to communicate with the consumer;

product promotion - information flows created and maintained by company employees.

Comparison of the proposed approach with some service marketing models.

1.3Formation of competitive advantages

Competitive strategies are focused on creating a competitive advantage. Competitive advantage should be understood as advantages over a competitor by offering great value to customers. Greater value is the offering by an organization to consumers of goods or services of greater benefits or the same benefits at a price lower than that of competitors. There are three options for competitive advantage - in marketing, in costs, in a niche:

1) advantage in marketing in the market as a whole. Marketing advantage is a competitive advantage in products or services that better meet the needs of customers than competitive firms. Marketing advantage in the market means that some properties of the product or service of this organization are more preferable for the consumer than those of a competitor organization. Usually, marketing advantage based on product uniqueness;

2) cost advantage in the market as a whole. Cost advantage is a competitive advantage that is achieved through lower production and marketing costs than the costs of competitors. This allows the company to lower prices or use the savings for advertising and distribution. An organization that seeks marketing advantage tends to be more customer-focused than an organization that seeks cost advantage. This is because the superiority of a product or service requires better consideration of customer needs. However, an organization seeking cost advantages cannot completely ignore customer needs. If an organization is purely production-oriented and only concerned with cost-effectiveness at the expense of customer demand, any benefit gained from cost savings will be questionable;

3) Niche advantage is based on either marketing leadership or cost leadership.

There are various ways to gain a competitive advantage with more preferred products and services - brand, service, technology leadership, assortment:

1) if you can achieve a strong brand reputation, this will lead to securing a place for the product on store shelves, and consumers will be encouraged to purchase new products. The reputation of the brand is based on the quality of the goods;

2) another way to gain a competitive advantage can be to provide a better service due to the speed of delivery and quick response to customer requests;

3) one of the sources of competitive advantage can also be technological leadership, when the company is constantly one of the first to offer customers products with new characteristics;

4) a company that offers the most complete range of products on the market is more likely to achieve customer recognition than a company that produces a fairly limited range. Having a complete assortment is important for institutional buyers, as they often need a variety of products according to technical specifications..

Market attractiveness factors

When identifying opportunities for competitive advantage, three factors of attractiveness should be considered:

1) strong and weak sides market competitors;

2) the ability of the company to achieve advantages over competitors;

3) the degree of attractiveness of the market as an object for obtaining benefits.

A company's ability to take advantage of marketing opportunities and the weaknesses of competitors is determined by the strengths and weaknesses of the firm itself. For this, a marketing audit is used - a comprehensive analysis of the company's marketing operations and resources. A marketing audit analyzes production, R&D, sales, distribution, product development, and marketing resources.

There are the following main types of competitive advantages according to the source of their occurrence:

1. Competitive advantages based on economic factors determined by:

Favorable general economic condition of the markets in which the enterprise operates; stimulating government policy in the field of investment volumes, credit, tax and customs rates;

Objective factors stimulating demand;

Scale effect, experience effect;

The economic potential of the enterprise, the possibility of finding and effectively using sources of financing.

2. Competitive advantages determined by the system of state institutions and administrative measures: laws, regulations, special privileges and other decisions of authorities and administration, restrictions on the part of state and municipal authorities in the issuance of patents and licenses, quotas, a complicated procedure for registering enterprises, obstacles in the allocation of land plots, the provision of production and office space and so on.

Competitive advantages determined by the level of market infrastructure development.

3. Technical (technological) competitive advantages.

4. Competitive advantages obtained through good information.

5. Competitive advantages based on geographic factors.

2 Analysis and improvement of the marketing activities of the Nadezhda trading house

2.1 Analysis of the financial and economic activities of the Nadezhda trading house

The organization was registered on September 21, 2011 by the registrar Interdistrict Inspectorate of the Federal tax service No. 9 in the Republic of Buryatia. CEO organization - Alazhinov Mikhail Alexandrovich. The TDN Plus company is located at the legal address 670033, Republic of Buryatia, Ulan-Ude city, Pishchevaya street, 10b. The main activity is "Retail trade food products, drinks and tobacco products in specialized stores”, 25 registered additional species activities. Type of ownership - private property, organizational - legal form - society with limited opportunity. Authorized capital - 10,000 rubles. registration data:

PSRN: 1110327011167

TIN: 0323358474

Checkpoint: n/a

OKATO: 81401368000

OKPO: 90040730

The display of goods is observed in accordance with the commodity neighborhood, the acceptance of goods. The store has all the necessary equipment for the sale of food and non-food items- cash registers refrigeration equipment, counters, showcases).

The organizational structure is shown in Figure 1.

Figure 1 - Organizational structure of management

Trade House "Nadezhda" has sufficient experience in managing the trading process, the existing management structure of the enterprise ensures stable operation Trade House "Nadezhda" carries out the following types of products:

Production from meat and meat semi-finished products and finished products;

Production of milk and dairy products;

Confectionery;

Production of bread and bakery products.

Supply of goods such as: tea, coffee; marinades; canned foods (kon.pineapples, apricots, strawberries, green peas); canned food: (saury, stew, sprat in tomato, herring in oil, sprats, pate, etc.); dairy cream, cheese, products (butter, cheese, sausage cheese, processed cheese, eggs, cottage cheese, kefir, milk powder, cream powder); condensed milk, jam (condensed milk, condensed cocoa, jam in buckets, jam in soft packaging, ice cream); snacks (chips, squid, amber fish, yellow minke, anchovies, roach, corn sticks, salted pistachios, sweet peanuts - salty, vinegar); cereals, cereals (rice, buckwheat, semolina, millet, oatmeal, oatmeal, muesli sun, porridge bystrov, minute porridge, peas, pearl barley, pasta, spaghetti); drinks (natural juices, cola, sprite, fanta, cold tea, mineral water, vodka, beer 0.5l, 1.5l, 2.5l, cognac, wine, champagne); tobacco products- different; vegetables, fruits (cucumbers, tomatoes, oranges, apples, tangerines, bananas, grapes, etc.); seasonings (black pepper, salt, sugar by weight, raffinate, bay leaf, chili ketchup, mayonnaise, tomato paste, vegetable oil); dried fruits (prunes, dried apricots, raisins, dates, heavenly apples, dried bananas, a mixture of dried fruits, halva, gozinak (seeds, peanuts), etc.

TD "Nadezhda" is focused mainly on the production of dairy products - milk, cottage cheese, sour cream, yogurt, whey, cheese curds, etc., as well as semi-finished meat products- cutlets, cabbage rolls, poses, dumplings, manti, hedgehogs. Sausage products - sausages, sausages, wieners, smoked sausages, boiled sausages, p / c sausages, c / c sausages. Bakery products - pies, bread (grade 1, grade 2, tower), buns, long loaf, pie with filling, pizza. Confectionery - cakes, pastries, cookies.

The main activity of Trade House "Nadezhda" is the production of products from its own and imported semi-finished products. Produces and sells:

Production of meat and meat semi-finished products

Production of milk and dairy products

Production of sausages

Production of confectionery;

Production of bread and bakery products.

To ensure the production of products, it uses two types of main raw materials - meat and milk. TD "Nadezhda" makes it possible to obtain finished products from raw materials. In this process, special equipment is involved, allowing to produce this product and the room in which this manufactured product can be stored.

The volume of production and sales of products is presented in table 1.

Table 1 - indicators of production and sales of products

Change

(+,-), thousand rubles

Growth rate, %

Volume of production, thousand rubles

1256,7

1675,3

418,6

133

33%

Sales volume, thousand rubles

1198,8

1456,4

257,6

121

21%

Finding change:

About pr. = 1675.3-1256.7 = 418.6 thousand rubles.

About real = 1456.4-1198.8 = 257.6 thousand rubles

T r.pr. \u003d 1675.3 / 1256.7 * 100% \u003d 1.33%

T r.real.=1456.4/1198.8*100%=1.21%

T at. vol.pr.=133-100=33%

T at. Real.=121-100=21%

The change in production volume +418.6t.r increased by 33% and sales volume +257.6t.r.

Table 2 - Change in profit from sales

Change n \ n \u003d 2100-1800 \u003d 300 thousand rubles.

Change h \ n \u003d 1762-1423 \u003d 339 thousand rubles.

T \ r.p / p. \u003d 2100/1800 * 100 \u003d 116.7%

T / r.h / p \u003d 1762 / 1423 * 100 \u003d 123.8%

T / p.p / p \u003d 116.7-100 \u003d 16.7%

T/p.h/p.=123.8-100=23.8%

Based on the data found, it can be concluded that net profit in 2016 it increased by 300 thousand rubles compared to 2015, the growth rate was 116.7%, and the growth rate was 16.7%, due to an increase in production and sales volumes and the emergence of regular customers.

Table 3 - Change in turnover

Change P / t \u003d 51476040-46375884 \u003d 5100156 rubles.

Change O / t \u003d 4375345-3654765 \u003d 720580 rubles.

T.r.R / t. \u003d 51476040 / 46375884 * 100 \u003d 110.9%

T.r. O/t=4375345/3654765*100=119.9%

R / t.T / at. \u003d 110.9-100 \u003d 10.9%

O / t.T / at. \u003d 119.9-100 \u003d 19.9%

Based on the table data, it turned out that retail turnover increased over the year by 10.9% and wholesale turnover by 19.9%, based on the data, we can say that the company does not keep losses, but increases in turnover and tries not to exceed the norm of inventory in warehouses.

2.2 Analysis of marketing activities Trading House "Nadezhda"

At the Nadezhda trading house, in the process of development, two types of marketing service department were formed:

Department of Marketing and Development.

Department foreign economic activity.

The marketing service is built on a product-market type. There are both individual product managers and market managers. Individual product managers plan sales volumes of profits by product, receive sales information from market managers Individual market managers, in turn, are responsible for developing profitable markets for existing and potential products of the organization. The advantage of this marketing organization is that management attention is paid to each product and each market. However, this organization marketing management increases management costs, does not have sufficient organizational flexibility and generates conflicts.

The marketing and development department works with a focus on the domestic market, mainly with the aim of expanding sales and finding promising developments for serial production. The department of foreign economic activity is engaged in the search for promising products and contacts on foreign market, and also monitors and accompanies the implementation of previously concluded contracts for foreign trade deliveries.

The task of the marketing service is to keep a course on the consumer, constantly monitor the activities of competitors, determine their strengths and weaknesses, determine areas for improving marketing activities, develop and achieve plans and programs for marketing activities, bring marketing information to other departments of the company. Negotiations with consumers confirmed the need for products. Proper placement of advertising and management of advertising in the Trade House "Nadezhda" depends on the ability to evaluate its effectiveness. Most advertising measurement methods are applied in nature and are applicable only to certain types advertising.

The store is interested in figuring out how small or how large their advertising spend is. This means that a share of advertising revenue is served by a share of the votes that the store generates through advertising.

The dynamics of product sales is important for evaluating the implementation of programs.

There is an increase in sales, it is necessary to promote the product to the market, develop a number of strategies, tactics and methods to create sustainable demand and stimulate sales, develop a pricing policy that would be attractive for both the buyer and the seller, find reserves to increase the level of competitiveness products. The volume of sales, sales proceeds, the amount of profit received also depends on the sales markets. Therefore, it is necessary to study the dynamics of the position of each type of product.

The vigorous activity of the enterprise in recent years has a stabilizing effect on the economy of the enterprise, fueling the production and development of new types of products with funds.

2.3 Analysis of marketing results Trading House "Nadezhda"

Of fundamental importance in ensuring the life of the enterprise Trade House "Nadezhda" in the conditions of retail trade is the substantiation of the strategic course, tactics of behavior in a particular situation. The well-being of an enterprise depends on many factors: the economic and political situation in the city, consumer demand on food products, the degree of "cruelty" of competition, the quality of the material and technical base, the qualifications of personnel, the level of organization and technology of food production.

The marketing activity of the enterprise TD "Nadezhda" is a short-term policy of the enterprise as a subject of a market economy, which consists in developing a specific course of its behavior based on an analysis of the external conditions of its functioning, assessing the internal capabilities of the enterprise, and careful development of organizational and technical results. When developing a direction, the main task is to long-term harmonize the capabilities of the Nadezhda Trade House enterprise with the market situation in order to occupy an appropriate position in the market and solve the problems facing the enterprise.

Availability long-term program of their actions allows the heads of the company Trade House "Nadezhda" to make systematic, targeted decisions in the field of operational activities (participation or non-participation in specific auctions, directions of diversification, production and credit policies, etc.).

The direction of marketing activities is determined by programs.

There are short-term and medium-term marketing programs at the TD "Nadezhda" enterprise.

Short-term programs are designed for one or two years and, therefore, practically do not affect the strategic goals of the enterprise, that is, those main goals that it must achieve. In other words, they are generally unable to influence the strategic goals of the trade organization.

However, this does not mean that they should not be aligned with strategic objectives. In fact, it is short-term programs that are the means to achieve strategic goals.

Medium-term programs are programs that are designed for a period of two to five years, long-term - for a period of more than five years.

At the enterprise Trade House "Nadezhda" there is a marketing and sales department, which reports to the director.

The marketing and sales department is headed by a director who is appointed and dismissed by the head of the Nadezhda trading house. It carries out:

Search and study of potential markets for profitable sales of products;

It reveals the dissatisfaction of demand in the market under study, as well as the possibilities of the Trade House "Nadezhda" enterprise to satisfy it;

Identifies the requirements, requests, wishes of consumers to the quality, assortment, design and methods of selling the company's products;

Participates in the development of a strategy for market behavior Trade House "Nadezhda" collects, studies, evaluates, analyzes and develops potential markets for products, opportunities and economic feasibility entering these markets;

Engaged in the collection and systematization of data on enterprises producing similar products, the behavior of competitors and their intentions in the studied markets; conducts a comparative analysis of the properties and quality of products of the Trade House "Nadezhda" enterprise and competing stores; organizes the study of consumer assessments, opinions, claims of consumers regarding the quality and range of the goods offered, their susceptibility to advertising;

Identification and accounting of unsatisfactory demand and the need for goods that the enterprise can master;

Respect the commercial interests of the enterprise, do not allow disclosure of information constituting a commercial or other secret of the enterprise protected by law.

The marketing system is fundamental for the economic, technical, production, commercial, organizational policy and activities of the Nadezhda trading house, since the financial and economic condition of the entire enterprise depends practically on the sale of manufactured products. The concept of marketing is based on the definition of needs and real consumer assessments of the range and quality of goods and recognizes the need for production and marketing to these needs and assessments, and better and more efficiently than competitors do.

The basis of the marketing system is a set of organizations that interact in the process of providing the necessary goods: suppliers of components, the public, financial circles, the press and advertising agencies, government organizations and legislative bodies, marketing intermediaries, the consumer.

Product quality management based on the concept of marketing includes the following steps:

1. Market research and assessment of the enterprise's capabilities to meet its requirements ("situation analysis");

2. Development of market behavior of the enterprise in the conditions of competition of manufacturers of similar products;

3. Coordination of the activities of the enterprise's divisions for the flexible adaptation of production and marketing in accordance with constantly changing market conditions.

The task of marketing specialists is to develop a plan and strategy for the creation and sale of goods, monitor their implementation, monitor the results and make the necessary adjustments to the marketing program.

Completing this task involves the following steps:

Development of long-term and annual marketing plans (including a sales forecast) for a specific product;

Studying the need for the product and the demand for it;

Collection of information about the attitude of consumers and trade workers to the product;

Full time job to improve the product in order to meet the changing requirements of the consumer, contacts with developers and manufacturers of products, economic and other services;

Adjustment of the marketing plan, etc.

The main objectives of marketing activities are:

Search and study of the state of product sales markets, identification of consumers, formation market policy enterprises;

Formation of a data bank for making informed marketing decisions;

Planning, participation in the implementation and control of the implementation of measures aimed at ensuring the effectiveness of the activities of the enterprise Trade House "Nadezhda" in market conditions;

Development of necessary control actions.

The main functions of the marketing service are:

Determining the market situation, establishing markets for products;

Assessment of the need for products similar to the products of the enterprise and the possibility of meeting this need by market segmentation and for each type of product;

Determining the optimal range of products;

Determining the market share for each type of product;

Determining the reasons for the demand for all types of products;

Forecasting and determination of market demand for the company's products;

Study of groups of buyers and their purchasing power;

Information about products promising for sales markets;

Search for information about competitors, methods of their work, trends in the development of technology;

Preparing marketing reports for management.

2.4 Competitiveness analysis Trading House "Nadezhda"

In order to make an analysis of the competitiveness of the Nadezhda trading house, a survey was conducted among residents of the Oktyabrsky and Sovetsky districts. The questions concerned the recognition of the trading house among the population, and were also aimed at identifying shortcomings in the work of this store.

Questions:

№1. Do you know about the Nadezhda store?

№2. Do you know that TD implements its own production?

№3. Do you buy products in the Nadezhda Trade House?

№4. What products do you buy most often?

№6. Do you like the quality of the products?

№7. Are you satisfied with the prices in the store?

№8. Are you satisfied with the service of the staff in the store?

№9. What does not suit you in the shopping center "Nadezhda"?

The survey involved 120 people: 60 people each in Oktyabrsky and Sovetsky districts, respectively.

Based on the data obtained, we can draw up diagrams that clearly reflect the results of the study, as well as draw conclusions and suggestions for the further work of the Nadezhda trade house.

Figure 2 - Do you know about the Nadezhda store

Thus, based on this diagram, we see that in the Sovetsky district there is an absolute (that is, one hundred percent) recognition of the Nadezhda trading house. On this stage no proposals are required as this is the highest possible score.

Figure 3-Do you know about the Nadezhda store

Based on this diagram, we can observe that in the Oktyabrsky district, 5 respondents out of 60 respondents answered the question about the knowledge of this store in the negative, which amounted to 9% in numerical terms. Perhaps this deviation from the 100% indicator is due to the fact that there are fewer outlets of the Nadezhda store in the Oktyabrsky district.

Figure 4- Did you know that TD "Nadezhda" sells goods of its own production

At this stage of the survey, we found that in the Sovetsky district, 32% of respondents to the question about the knowledge of the sale of their own production by the store answered negatively and 68% of the respondents answered positively. We think that it would be rational to propose to Trade House "Nadezhda" to change the display of goods in the store, moving products of its own production to more prominent places or to the center of the hall in order to increase the concentration of buyers' attention on these goods.

Figure 5- Did you know that Trade House "Nadezhda" sells goods of its own production

At this stage of the survey, we found that in the Oktyabrsky district, 45% of respondents to the question about the knowledge of the sale of their own production by the store answered negatively and 55% of the respondents answered positively. Compared to the survey in Sovetsky District, there is a tendency to increase the number of respondents who do not know about their own products. We think that it would be rational to suggest that TD "Nadezhda" increase the volume of advertising of its own products in this area of the city, as well as change the display of goods in the store, moving products of its own production to more prominent places or to the center of the hall, in order to increase the concentration of buyers' attention on these products.

Figure 6- Do you buy products in the shopping center "Nadezhda"

On these diagrams, we observe that in the Oktyabrsky district this store is visited by a smaller number of people than in Sovetsky, the difference is 18%. Most likely, as previously assumed, this discrepancy in the data appears due to the lack of retail outlets in the area.

Question number 4. What products do you buy most often?

On this issue in the Soviet district of the city of Ulan-Ude, we found out that the following are in the greatest demand among consumers: bakery products, dairy products, products of own production, alcoholic beverages and tobacco products, socially important goods, snacks, pastries, confectionery, fruits vegetables. There is also impulse demand.

In the Oktyabrsky district of the city of Ulan-Ude, the situation is almost the same. The most popular among consumers are: dairy products, household chemicals, bakery products, tea, alcoholic products and tobacco products, socially important goods, dry breakfasts, semi-finished products, own production, cereals, confectionery. Similarly with the Soviet district, there is an impulsive demand.

After analyzing the answers of the respondents of the Sovietsky district of the city of Ulan-Ude, we found out that consumers, for the most part, are absolutely satisfied with the completeness of the assortment currently located in the retail outlets of this region, but at the same time I would like to see more dairy products, fruits in the assortment , alcoholic products elite varieties, products of own production.

Based on the results of the survey conducted in the Oktyabrsky district of the city of Ulan-Ude, we also saw that consumers, for the most part, are absolutely satisfied with the completeness of the assortment currently located in the retail outlets of this region, but at the same time I would like to see more fruits in the assortment , vegetables, dairy products, tobacco products.

Figure 7- Do you like product quality

Based on the analysis of this issue, it can be seen that in the Oktyabrsky district there is a higher level of discontent than in the Sovetsky district. For both cases, we suggest that Nadezhda Trade House management conduct an in-depth study to identify dissatisfaction with specific products, and then change the production method or storage conditions.

Figure 8- Are you satisfied with the prices in the store

According to the results of the survey, there is high dissatisfaction with the established price level in the Sovetsky and Oktyabrsky districts of the city of Ulan-Ude, which negatively affects the overall attendance of the store by potential consumers. In this case, as proposals, we can put forward a revision of the pricing policy in the trading house "Nadezhda", holding promotions with the establishment of discount prices for products, the establishment of "social" prices for certain categories of goods. Also, following these recommendations, you should advertise discounted prices for goods in order to attract new customers and show changes.

Figure 9 - Are you satisfied with the service of the staff in the store

Dissatisfaction with personnel in the Soviet district of Ulan-Ude fluctuates within the normal range, since it is impossible to ensure complete satisfaction of consumers in one aspect or another. In the Oktyabrsky district, dissatisfaction with the staff shows a fairly high result, so we can also offer an in-depth study of consumer opinion on this issue to identify a specific outlet, whose staff does not meet the requirements of consumers, as well as conduct a conversation with the staff with a request for more polite treatment of customers.

Based on the results of a survey in the Sovetsky District, we found that the main dissatisfaction of consumers is service, high prices for socially important goods, as well as non-compliance with sanitary standards.

In the Oktyabrsky district, consumers are not satisfied with: staff service, high prices, lack of a left-luggage office.

According to the survey data, we see a clear distribution of ratings given by the consumers of the Sovetsky district to the Nadezhda trading house.

Most respondents rated the store 5 points, which is undoubtedly an excellent result. You should not ignore the existing percentage of consumers who rated the store at 2 points, but their dissatisfaction is expressed in the data provided above and is removable.

Thus, the average score for the store was 4.3 points.

Figure 11- Store Analysis

In this diagram, we see the analyzed answers of the respondents of the Oktyabrsky district, expressed in a visual representation of the ratings given by the respondents to the Nadezhda store.

There is a slight excess of the maximum score, equal to 5 points, from the score of 4 points, which demonstrates the result of the analysis for the Oktyabrsky district provided above.

The average rating for the store was 4.4 points, which exceeds the average score of the Sovetsky district.

3 Ways to improve the marketing activities of Trade House Nadezhda

The most significant event in the marketing development of Nadezhda trading house was the reorganization of the marketing service, which took place in 2012. The share of sales through the commercial department /that is, products intended for the consumer market/ in the total volume of proceeds from the sale of products has increased.

In this way the influence marketing services on the economic activity of the entire Trading House "Nadezhda" is increasing, it cannot be said that in currently this influence is only positive. The negative is that in the conditions of falling wholesale orders, the marketing service cannot yet provide a sufficient volume of retail sales.

However, since marketing is still in its development stage, it is clear that there is a real opportunity to close the consequences of this backlog in the medium term.

One of the main problems of Trading House "Nadezhda" for the reorientation of the enterprise to retail products is that in order to obtain the same amount of profit and pay off the same amount of overhead costs, it is necessary to increase the number of ways to sell products. And now the enterprise has enough opportunities and experience to implement this. In addition, to increase sales, you need to increase the turnover rate.

A favorable factor is that the reduction in wholesale orders does not occur immediately, that is, the marketing services of the enterprise are thus provided with some time to realize the problems, reorient, reorganize the production and marketing activities of the enterprise.

Actual problems of improving marketing and the possibility of their solution in the trading house "Nadezhda":

It is necessary to try to apply the methods of world experience in the marketing system, and not just Russian.

The system of organization of management and marketing of the trading house "Nadezhda" is characterized by a number of features that can be classified as specific and must be addressed collectively.

New services created economic research searching for market information.

Recently, the influence of the pricing system and price marketing has especially increased.

For effective marketing, it is necessary to control the results of marketing activities and develop specific marketing activities.

The company currently has marketing services involved in assessing the company's own capabilities, market research, presentation events, image formation, etc. At the same time, marketing management is, in fact, not centralized, so control over the effectiveness of marketing is also not centralized and conducted subjectively, that is, the main criteria for effectiveness are not formed and depend on the current situation.

In addition, the influence of the current moment, which has arisen as a result of the development of trends that have arisen in the past, is also formed as a result of the priority of the sale of already produced goods, which was created yesterday also in the absence of the priority of studying market requirements. There is no marketing and will not be, if the commodity producer strives to market success, only at the stage of marketing an already created product.

On the other hand, marketing services are acquiring more and more coordinating and controlling functions. Therefore, we can say that the question of whether the trading house "Nadezhda" will join the number of enterprises successfully operating in the market on the basis of the concept of marketing is being decided right now.

Therefore, the purpose of the marketing activities of Trade House Nadezhda is to increase sales, expand market share, and increase profits.

To achieve this goal, the marketing department solves the following tasks:

Develop a marketing strategy;

Increase the competitiveness of the enterprise;

Generate demand, stimulate sales;

Production control quality goods;

Once every half a year, conduct marketing research on the food market of Buryatia.

What if you use data marketing research to determine competitive advantages, you can build the right tactical plan development of the trading house "Nadezhda".

It is planned to intensify sales based on the analysis of sales and monitoring of the market in Buryatia and neighboring regions, which practically becomes the basis for analytical conclusions.

A management tool that allows you to coordinate the actions of services is a marketing plan. Based on the identified deficiencies, market research at the level of trends and in accordance with the planned development strategy, the economic justification for the goals that the company sets for itself, an operational plan for the marketing activities of the enterprise has been drawn up, which defines specific activities of the marketing department for the year.

Particular attention in the developed plan is given to work on promoting the product, namely, advertising and public relations. Priority, organization and competent conduct of advertising and sales promotion activities will allow the company to significantly increase its own gross income, and the marketing department to “justify” its own necessity and efficiency, and cover the primary costs of its own formation and maintenance.

It should be noted that in order to maintain its position in the market, it is advisable for the Nadezhda trading house to:

Maintain a wide range of products offered;

Conduct a carefully thought-out pricing policy;

Choose the most optimal suppliers;

Apply all possible methods of forming and stimulating customer demand (promotions, tastings, discounts, drawings, lotteries, etc.).

The proposed marketing activities will increase the turnover by about 50%. Therefore, when using the proposed ways to improve the marketing service, the Nadezhda trading house will receive higher profits and opportunities for further development., which is simply necessary in today's market conditions.

Conclusion

Modern development market economy is the need to develop qualitatively new methods for solving problems managerial nature. Marketing promotes strategic success, creating and maintaining competitive advantages.

Managers and specialists must be familiar with the organization of marketing activities, apply the methods and techniques of this activity, and also benefit from everything positive that gives the market, level out, smooth out its negative sides.

The basis for managing the marketing activities of Trade House Nadezhda includes:

Planning of marketing activities;

Organizational construction of enterprise marketing services;

Implementation of planned marketing solutions;

Evaluation of their performance;

Control and correction.

During the analysis financial results TD "Nadezhda" and a study of consumer preferences, it was found that:

Trade House "Nadezhda" is a dynamically developing enterprise; production volume increased by 33%, sales volume increased by 21%, sales profit increased by 16.7% and turnover increased by 10.9%;

In connection with the sanctions applied to Russia, the demand for domestic products has increased, contributing to an increase in demand for the goods of TD Nadezhda, and hence an increase in profits;

3) TH "Nadezhda" is not the last in terms of output in the Republic of Buryatia, which confirms the above study;

5) the degree of readiness of Trade House "Nadezhda" for the implementation of the marketing strategy is average;

6) the market concept of managing the production and marketing and scientific and technical activities of the Trade House "Nadezhda" is not defined;

7) Trade House "Nadezhda" takes an active part in the process of formation of competitive advantages and image;

8) a specialized network of company stores is expanding

9) Attracting customers through a wide range and inventory finished products and semi-finished products.

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Chapter 1. Theoretical aspects of marketing activities. 4

1.1. Essence, goals, objectives and concepts of marketing activities. 5

1.2 Marketing service in the enterprise: functions and tasks. 13

1.3 The process of interaction between the commercial and marketing activities of the enterprise 19

Chapter 2. Analysis and evaluation of marketing activities of Anion LLC 24

2.1 general characteristics activities of the enterprise 24

2.2 Marketing activities and enterprise marketing service 29

Chapter 3. Improving the marketing activities of Anion LLC 34

Conclusion 41

References 42

Introduction

Specificity modern life requires the subjects of economic relations to conduct an in-depth analysis of the processes taking place on the market in order to ensure the efficient use of scarce available resources and the qualitative satisfaction of consumer requirements. In order to make the optimal management decision in a tough competition, the enterprise needs to have huge volumes of commercial information.

A serious study of the markets for manufactured and planned products and a feasibility study of the planned changes at enterprises is necessary, which is absolutely impossible without marketing.

The significant changes taking place now in production technology, trade, science and technology, combined with the growth in the scale and complexity of commercial work, dictate the need for enterprises to choose the concept of marketing as the basis of their activities, this explains the relevance of choosing the topic “Improving the marketing activities of an enterprise using the example of Anion LLC” , as term paper.

The purpose of this course work is to develop measures to improve the marketing activities of the enterprise and the marketing service.

The object of the course work is the marketing activities of the commercial organization Anion LLC.

The subject of the course work is the marketing activities and marketing service of the enterprise.

The methods of comparison, analysis, synthesis were used in the work.

The course work consists of three chapters, introduction and conclusion.

The first chapter discusses the theoretical aspects of building marketing activities and marketing services, their goals, functions and objectives.

The second chapter characterizes the activities of the enterprise, examines the existing marketing activities and the marketing service.

The theoretical basis of the research is based on the works of leading economists, sociologists, lawyers and specialists in the field under study. The practical base of the study is based on the study of the marketing activities of the commercial enterprise Anion LLC.

At the end of the work is a list of used literature.

Activity 1

First of all, the enterprise, of course, needs to introduce a marketing service into the management structure. Marketing makes it possible to combine the strategic planning of the company with marketing planning, subordinating organizational forms management strategic goals and tasks. As a result, the organization can act as a single mechanism.

The growing importance of marketing in the activities of the enterprise was eventually reflected in the construction of organizational and managerial structures and their functions. World experience shows that the restructuring of the organizational structure of an enterprise for its subsequent reorientation to marketing is a long and complex process in which not only the management, but also the entire staff must take part.

Implementation of marketing in organizational structure enterprises can occur through the creation of a specialized service, that is, a marketing department, or through the modernization of basic services in order to adapt them to market conditions and a changing external environment.

Activity 2

Undoubtedly, for the further growth and development of Stroy Contact LLC, it is necessary to develop marketing plan, both tactical and strategic marketing plans. They may consist of:

1. Product plan. LLC "Stroy Contact" should pay attention to what and at what time it is planned to release, what services will be provided.

2. Research and development of new products. Here Stroy Contact LLC needs to pay attention to innovative products in the construction industry, which have different effects. For example:

The use of heat-saving materials that allow you to maintain a stable temperature in the room with less energy. This innovation is designed to reduce the amount of total costs, while maintaining the size of the effect. Defined as cost-saving innovation;

Installation of air conditioning and ventilation systems. This type of innovation is aimed at increasing the effect, while maintaining the amount of total costs. May be defined as an impact-adding innovation.

3. Plan advertising work and sales promotion. In the course of the analysis, it was found that recently at the enterprise Stroy Kontakt LLC there were problems with the volumes construction works associated with a decrease in the number of investors, customers. It also turned out that the company does not have a department for attracting customers, which, in principle, is typical for the construction business, where personal connections of the management play a significant role. Nevertheless, in order for the company to keep pace with the times and not miss any opportunity to attract investors, after the creation of the marketing department, it is proposed to pay considerable attention to advertising the company on the Internet. Namely, you need:

Create and maintain a company website;

And also keep track of ongoing tenders, and collect the necessary documents for them and submit applications for participation in tenders.

This marketing move will bring not only economic but also social benefits: the creation of a website will allow Stroy Kontakt LLC to acquire the image of a modern enterprise, advertising on the Internet will make it possible to convey the activities of the enterprise and the services it provides to the general public, participation in tenders will allow you to declare yourself as about a serious enterprise, which will help attract customers.

4. Plan for the functioning of distribution channels.

5. A price plan that includes price changes in the future. Stroy Contact LLC is characterized by a flexible system of prices and discounts for regular customers. To determine the cost of a construction object, an estimate is initially compiled, which is confirmed by both parties: the customer and the contractor.

6. Marketing research plan. Stroy Contact LLC should pay attention to the demand for certain goods and services in the construction market. That is, it is necessary to determine the competitive position of specific types of products of the enterprise. For example: today, monolithic housing is very popular, and monolithic construction is one of the promising technologies for the construction of buildings and structures.

7. Plan for the functioning of the physical distribution system. It should be noted here that Stroy Kontakt LLC has its own warehouse necessary for storing equipment and building materials.

8. Marketing organization plan.

Activity 3

The conducted SWOT analysis made it possible to clearly identify the strengths and weaknesses of the enterprise, as well as to identify the problems existing in the enterprise. Many of these problems can be solved by entering new market segments. Therefore, in the role of marketing activities, activities are proposed to enter new target segments. There are several opportunities to develop new target segments.

The most profitable segment for the organization should have:

High level of sales;

High rate of return;

Weak competition and the possibility of free access.

In reality, such a successful combination is extremely rare, so the company should be able to make compromises. After the enterprise has identified segments that are attractive to it, it should highlight the most relevant to it strengths. At the same time, the enterprise needs to be aware that not only attractive segments should be selected, but also those in which the enterprise has everything necessary for effective functioning.

Having chosen certain segments, the construction organization must come up with a plan for penetrating into these segments. If the segments are well-established, with competing enterprises present in them, then before deciding on its own positioning, the organization should determine the positions of competitors. Given the position of competitors, the organization has two possible options:

1. Positioning yourself with existing competitors and fighting for market share. Such a strategy is admissible: for enough big market so that it has enough space for all competing enterprises; and if the enterprise has strong competitive advantages.

2. To offer a material or technology that is not yet on the market or is in insufficient quantity, which will cause a large demand. Therefore, the offer to the consumer - a product made on the basis of a novelty with its special characteristics, will attract the consumer to its side. But first, the management of the enterprise needs to make sure that there are opportunities for the enterprise to work with such material or technology, that it is possible to produce goods within the planned prices, that there are a sufficient number of potential consumers whose preferences will be on the side of the enterprise. If the results are satisfactory, then the enterprise should take measures to fill the market niche.

To keep the company afloat, during the period of insignificant volumes of work or their absence, it is proposed to create a subsidiary construction organization engaged in the construction of private houses, cottages, repair and decoration. This will allow the company to occupy a new segment of the construction services market.

The creation of a subsidiary company will allow Stroy Kontakt LLC: to do without long downtime in work, to make a profit from the company's activities, to use the construction equipment it has, to save jobs. Do not disband construction teams, distributing them over several small orders, with the possibility of their subsequent use when a large order appears.

Thus, the implementation of the listed activities: technical, commercial, marketing and organizational will allow Stroy Kontakt LLC to increase sales volumes, achieve the planned indicators in gaining market share, and also strengthen its position in the market.