BUSINESS INFORM №4-2016

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Section: Management and Marketing
UDC 339.138
Kolomiyets G. M., Huznenkov Y. G., Hridina H. V., Dotsenko M. Y., Le Minh Huyen
Modern Drivers of Business Development under Crisis Conditions (p. 256 - 263)
The article is aimed to substantiate introduction of complementary services targeted at improving satisfaction of the regular customers as a measure of development under conditions of crisis and resource constraints. As result of a study conducted by means of the interrelated and consistently updated SWOT-analysis, structured monitoring, and survey, expedience of adjusting the strategy for the fitness center «Malibu» has been proved by means of its further differentiation, intensive growth with a focus on regular customers, and expanding the range of additional services. It is determined that implementation of these measures will strengthen the competitive advantages and develop steady relationships with customers, which may serve as the basis for improving the long-term financial condition of fitness center «Malibu» and be of use when evolving the optimal scenario in case of the worst of certain changes in the economic environment. It has been proved that the updating drivers of business practices, based on the integrated application of tools for marketing research, which are consistently focused on substantiating the increase of satisfaction of customers, is becoming an imperative for the development of organization in the conditions of turbulence of economic environment. Prospect for the follow-up research is to identify further ways to activate business by means of the marketing component.
Keywords: anti-crisis management, marketing researches, customer satisfaction
Fig.: 10. Tabl.: 3. Bibl.: 23.

Kolomiyets Ganna M. – Doctor of Sciences (Economics), Professor, Professor, Department of Economic Theory and Economic Methods of Management, V. N. Karazin Kharkiv National University (4 Svobody Square, Kharkіv, 61022, Ukraine)
Email: [email protected]
Huznenkov Yuri G. – Senior Lecturer, Department of Economic Cybernetics and Applied Economics, V. N. Karazin Kharkiv National University (4 Svobody Square, Kharkіv, 61022, Ukraine)
Email: [email protected]
Hridina Hanna V. – Student, Faculty of Economics, V. N. Karazin Kharkiv National University (4 Svobody Square, Kharkіv, 61022, Ukraine)
Email: [email protected]
Dotsenko Mariia Yu. – Student, Faculty of Economics, V. N. Karazin Kharkiv National University (4 Svobody Square, Kharkіv, 61022, Ukraine)
Email: [email protected]
Le Minh Huyen – Student, Faculty of Economics, V. N. Karazin Kharkiv National University (4 Svobody Square, Kharkіv, 61022, Ukraine)
Email: [email protected]

Article is written in Ukrainian
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Reference to this article:
Kolomiyets, Ganna M. et al. (2016) “Modern Drivers of Business Development under Crisis Conditions.” Business Inform 4:256–263.

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