BUSINESS INFORM №4-2015

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Section: Management and Marketing
UDC 338.45
Pulina T. V.
Building a Positive Image for Clustered Enterprises of Food Industry (p. 333 - 339)
Creating the perfect image for cluster of food industry enterprises of Zaporizhzhia region will let the clustered enterprises to take a stable market position, will enable the steady growth in sales and profits, will ensure a long-term success. The main marketing tool for building the perfect image of the clustered enterprises is a system of marketing communications, which provides for a synergy effect. This synergy effect allows to creating a sustainable brand and improving the image. The aim of this article is to determine directions of building the perfect image for clustered enterprises of food industry. The image of the clustered enterprises «Buy from zaporizhzhian – choose the native!» has been estimated by the results of an expert survey of the representatives of concerned groups and employees of the cluster. On the basis of the estimation results has been determined that the image of the enterprises is positive, though at 12.8% less than perfect. To achieve the perfect image, a plan of marketing communications has been designed, whose goal is to build the perfect image and create the brand of «Buy from zaporizhzhian – choose the native!». For the brand promotion on the market of the Zaporizhzhia region, the required budget has been substantiated and proposed.
Keywords: image, cluster of enterprises, food industry, cluster approach
Fig.: 2. Tabl.: 3. Formulae: 1. Bibl.: 8.

Pulina Tеtіana V. – Doctor of Sciences (Economics), Professor, Head of the Department, Department of Management, Zaporizhzhia Polytechnic National University (64 Zhukovskoho Str., Zaporizhzhia, 69063, Ukraine)
Email: [email protected]

Article is written in Ukrainian
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Reference to this article:
Pulina, Tеtіana V. (2015) “Building a Positive Image for Clustered Enterprises of Food Industry.” Business Inform 4:333–339.

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