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Market Analysis as a Precondition for Improving the Image-Building Process of Enterprise
Kovalevska A. V., Shalimova D. S.

Kovalevska, Alla V., and Shalimova, Daria S. (2020) “Market Analysis as a Precondition for Improving the Image-Building Process of Enterprise.” Business Inform 3:459–469.
https://doi.org/10.32983/2222-4459-2020-3-459-469

Section: Management and Marketing

UDC 658.8

Abstract:
The article is aimed at exploring the market of lighting products, which employs a production-trade enterprise, the domestic manufacturer of lighting solutions – the company «LEDLIFE» to determine the key tendencies and aspects that will be a prerequisite for improving the process of shaping the enterprise’s image. The expediency of analyzing the external conditions of the enterprise in the process of establishing and improving its image is defined and reasoned; specific features of the lighting market are identified; the main trends and tendencies of the change in the market of lighting products are determined; it is proved that the process of image formation should be based on an understanding of the specifics of behavior of different stakeholders. As a result of the research, the key tendencies in the development of the lighting market are defined, namely, the growth of production and, accordingly, consumption; the growing popularity of LED products; increase in the attention on the part of different market segments to complex solutions; an activation of local and the State authorities in the implementation of infrastructure projects, which certainly is related to the processes of energy efficiency. The research allows to suggest that the market for lighting production in Ukraine is competitive, which necessitates improvement of the management of marketing activities of producers, including image-building. It is substantiated that improving the image of «LEDLIFE» LLC will improve the efficiency of advertising and various promotions, facilitate the process of introducing new products to the market, and increase the enterprise’s competitiveness.

Keywords: image-building, market analysis, enterprise, lighting products.

Fig.: 6. Tabl.: 3. Bibl.: 12.

Kovalevska Alla V. – Candidate of Sciences (Economics), Associate Professor, Associate Professor, Department of Management and Administration, Educational and Research Institute «Karazin Business School» of V. N. Karazin Kharkiv National University (1 Myronosytska Str., Kharkiv, 61002, Ukraine)
Email: [email protected]
Shalimova Daria S. – Master, Department of Management and Administration, Educational and Research Institute «Karazin Business School» of V. N. Karazin Kharkiv National University (1 Myronosytska Str., Kharkiv, 61002, Ukraine)
Email: [email protected]

List of references in article

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Potiuk, V. M. “Doslidzhennia eksportno-importnoi diialnosti svitlotekhnichnykh pidpryiemstv yak skladovoi yikh ekonomichnoi bezpeky“ [Investigation of Light-Machinery Companies' Export-Import Activity as a Composition of their Economic Safety]. Hlobalni ta natsionalni problemy ekonomiky. 2018. http://global-national.in.ua/archive/21-2018/72.pdf
Ofitsiinyi sait McKinsey. https://www.mckinsey.com/
Kolodka, A. V. “Kompleksna systema upravlinnia imidzhem pidpryiemstva na etapakh yoho zhyttievoho tsyklu“ [Complex Scheme of Company Image Management on the Stages of its Life Cycle]. Marketynh i menedzhment innovatsii. 2014. http://mmi.fem.sumdu.edu.ua/sites/default/files/mmi2014_1_132_141.pdf
Dibrova, T. H., and Haranina, I. I. “Formuvannia imidzhu kompanii dopomizhnymy zasobamy marketynhovykh komunikatsii“ [The Formation of Image of the Company by Special Instruments of Marketing Communications]. Ekonomichnyi visnyk NTUU «KPI». 2011. https://ela.kpi.ua/bitstream/123456789/5615/1/60.pdf

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