Enterprise Marketing Management

Marketing activities at the enterprise are aimed at studying the market and consumer tastes. Marketing management includes analysis, organization, planning and control.

Marketing activities at the enterprise

Marketing activities at the enterprise are aimed at identifying target consumers, their preferences, expectations and needs. It is known that it is precisely from the customer loyalty to the products and services of the company that its financial stability and the success of the activity as a whole depend.

Marketing studies demand, predicting changes in the market. Marketing determines the competitive advantages of the company, schemes and methods of attracting customers and meeting their expectations in the proposed product. In a broad sense, the marketing activity at the enterprise helps to orient the company's production in the right direction, with the necessary properties and benefits for the end user.

That is why the marketing service, with its included qualified specialists, is necessary at the enterprise. Marketing management at the enterprise includes: analysis of opportunities, organization of research, planning and monitoring the implementation of marketing activities.

Market opportunity analysis

Analysis of the enterprise and its capabilities helps to identify strengths and assess prospects. By analyzing the current market situation, marketers decide how to increase demand for the product. At the same time, the effectiveness of existing distribution channels of the company's products and communication channels with customers is evaluated.

The marketing service is actively studying the sources of useful information: price lists and advertisements of competitors, consumer reviews. Surveys of potential customers are conducted, the opinions received are analyzed. Obtaining a characteristic of the market situation, the marketing department decides the feasibility of implementing a particular opportunity of the company.

As a result of the analysis, experts come to the conclusion about deeper penetration into the market, expanding the boundaries of the market, launching a new product or diversification (offering a new product in a new market). Each market opportunity of the company corresponds to its conditions, tasks and goals.

Target market selection and marketing mix development

Observations of changes in the market allow you to choose a target market and focus your activities on it. Of course, the properties and advantages of the product in the selected market should solve the problems and needs of customers. Then they select target customers, study their needs and choose a way to position their product.

So, having formed the desired product image of the consumer product, the company proceeds to develop a marketing mix. This complex includes satisfying consumer expectations in the following parameters: price, product, promotion, sales.