BUSINESS INFORM №6-2016

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Section: Management and Marketing
UDC 631.1.016:631.1.027
Gulya Y. V., Tsyganok V. M.
A Substantiation for the Marketing Development Strategy of Enterprises in the Poultry Industry Sector Based on the Brand Approach (p. 232 - 239)
The research is aimed at developing the marketing strategy for poultry enterprise based on the branding and co-branding. As a result of the carried out researches, the marketing strategies for the further development of the OOO «Podilskiy broiler» at the regional market of poultry meat have been chosen. As a partner in terms of cooperation and the integration efforts has been chosen the company PAO «Mironivskiy khliboprodukt», which has been proposed a strategy for integrated growth – an alliance with the enterprise-competitor at the regional market. The scientific novelty of the research results consists in the possibility of establishing between the PAT «Mironivskiy khliboprodukt» and the OOO «Podilskiy broiler» a strategic marketing alliance on a co-branded basis, relationships in which should be built on the club basis. The practical significance of the conducted research is that if such an aliance will be created, the poultry enterprise must supplement (or convert) its strategic set of niches with such a follower strategy as the strategy of the integration product: using competitive advantages of both brands with a view to achieving the synergistic effect by the both parties of the strategic alliance.
Keywords: branding, co-branding, franchising, marketing strategies of integration, cooperation, integrative growth, integration product
Fig.: 1. Tabl.: 5. Bibl.: 10.

Gulya Yuliia V. – Candidate of Sciences (Economics), Polissia National University (7 Staryi Blvd, Zhytomyr, 10008, Ukraine)
Email: [email protected]
Tsyganok Volodymyr M. – Candidate of Sciences (Economics), Associate Professor, Department of Marketing, Polissia National University (7 Staryi Blvd, Zhytomyr, 10008, Ukraine)
Email: [email protected]

Article is written in Ukrainian
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Reference to this article:
Gulya, Yuliia V., and Tsyganok, Volodymyr M. (2016) “A Substantiation for the Marketing Development Strategy of Enterprises in the Poultry Industry Sector Based on the Brand Approach.” Business Inform 6:232–239.

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