BUSINESS INFORM №5-2014

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Section: Economics of Transport and Communications
UDC 338.47
Strelchuk Y. M., Kaluhina N. A.
Marketing Strategy of Diversification of Telecommunication Enterprise Activity (p. 172 - 176)
The goal of the article is development of an approach to formation of the marketing strategy of diversification of activity of a telecommunication enterprise. The article considers specific features of marketing in telecommunications and provides key tasks of marketing activity. The article forms components of concepts of the marketing strategy of diversification of a telecommunication enterprise activity. Concept components include the goal, information base and instruments of diversification. The article analyses possible strategies of diversification and justifies selection of the strategy of horizontal diversification as the priority one. Strategy developed in accordance with the described concept is a set of principles, methods and mechanisms of managerial decision making directed at achievement of strategic goals and a communication enterprise success under unstable market conditions. Results of the work could be introduced into activity of both telecommunication and postal enterprises. This would result in increase of economic effectiveness and competitiveness of an enterprise.
Keywords: strategy, diversification, marketing, telecommunication enterprise
Fig.: 1. Tabl.: 2. Bibl.: 8.

Strelchuk Yevhen M. – Candidate of Sciences (Economics), Professor, Head of the Department, Department of Management and Marketing, Odesa National Academy of Telecommunications named after O. S. Popov (1 Kuznechna Str., Odesa, 65029, Ukraine)
Email: [email protected]
Kaluhina Nataliia A. – Candidate of Sciences (Economics), Associate Professor, Senior Lecturer, Department of Management and Marketing, University of Intellectual Technologies and Communications (1 Kuznechna Str., Odesa, 65029, Ukraine)
Email: [email protected]

Article is written in Ukrainian
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Reference to this article:
Strelchuk, Yevhen M., and Kaluhina, Nataliia A. (2014) “Marketing Strategy of Diversification of Telecommunication Enterprise Activity.” Business Inform 5:172–176.

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