enterprise, competitiveness, internal environment of the enterprise, innovation, marketing strategy
Abstract
The article emphasizes the need to use innovative approaches in the marketing activities of industrial enterprises. It is substantiated that innovative marketing strategies contribute to the adaptation of enterprises to global challenges, increasing competitiveness and attracting consumer attention. The factors that influence the choice of a marketing strategy of an industrial enterprise are studied. The composition of external and internal influencing factors is highlighted. It is established that financial indicators play an important role in the comprehensive assessment of the enterprise’s activities, as they are an important tool for developing strategic plans. According to the results of the analysis of the financial indicators of «Ternopil Dairy Plant» during 2020 2023, it was determined that the enterprise has a high level of financial stability, which contributes to its strategic development. An analysis of production volumes was carried out. It was established that the main types of products in terms of sales in natural units are: milk, kefir, yogurt and sour cream. It was studied that the largest share of the enterprise’s income is provided by the production of casein and butter. This indicates a high economic efficiency of their production and sales. They are strategically important goods for increasing profitability in the future. Due to the intensification of competition in the dairy products market, the enterprise is proposed to implement innovative marketing strategies, which will provide competitive advantages in the market. The article determines that under innovative marketing strategies the authors consider the systematic use of innovative approaches and ideas in the field of marketing. The authors recommend «Ternopil Dairy Plant» apply innovative marketing strategies such as: the latest technologies (artificial intelligence, data analytics); social marketing based on sustainability and corporate responsibility; content marketing strategies; relationship marketing. The implementation of these strategies will allow you to attract new customers and establish long-term relationships with existing ones, improve brand recognition, and increase the competitiveness of the company’s products.
Author Biographies
Zoia Tolchanova, National University of Water and Environmental Engineering, Rivne
Candidate of Economics (Ph.D.), Associate Professor
Oksana Martyniuk, National University of Water and Environmental Engineering, Rivne
Candidate of Economics (Ph.D.), Associate Professor
Iryna Kravchuk, National University of Water and Environmental Engineering, Rivne
