BUSINESS INFORM №1-2017

The title and content

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56

Section: Management and Marketing
UDC 65.012.32:658.8
Grosul V. A., Bubenets I. H., Chatchenko O. Y.
The Formation of a Strategy for Developing the Marketing Potential of Trade Enterprise (p. 347 - 352)
The article is aimed at generalizing the research materials on definition of the basic stages in the formation of an efficient strategy for development of the marketing potential of trade enterprise and identifying the strategic alternatives for its development in a competitive environment. A methodical approach to forming a strategy for developing the marketing potential of trade enterprise has been proposed, which provides for the coherent implementation of the three following stages: 1 – the strategic analysis of the marketing activity of enterprise; 2 – determination of the development strategy of marketing potential; 3 – implementation of the strategy and control. A strategic action plan, directed to improving the performance through the implementation of the marketing potential has been substantiated, which contributes to strengthening the competitive position of enterprise in the market of trading services. A review of the scientific papers on the development strategy of enterprise has enabled the authors to allocate the strategic alternatives for development of the marketing potential of enterprise. It has been proven that specially the type of the chosen strategy for developing the marketing potential determines the possibilities for the successful operation of enterprise.
Keywords: marketing potential, trade enterprise, development strategies, strategic management
Fig.: 1. Tabl.: 2. Bibl.: 18.

Grosul Victoria A. – Doctor of Sciences (Economics), Professor, Head of the Department, Department of Economics and Management, Kharkiv State University of Food Technology and Trade (333 Klochkіvska Str., Kharkіv, 61051, Ukraine)
Email: [email protected]
Bubenets Iryna H. – Candidate of Sciences (Economics), Associate Professor, Department of Marketing, Reputation Management and Customer Experience, State Biotechnological University (44 Alchevskykh Str., Kharkiv, 61002, Ukraine)
Email: [email protected]
Chatchenko Olga Ye. – Candidate of Sciences (Economics), Associate Professor, Department of Management of Organizations, Kharkiv State University of Food Technology and Trade (333 Klochkіvska Str., Kharkіv, 61051, Ukraine)
Email: [email protected]

Article is written in Ukrainian
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Reference to this article:
Grosul, Victoria A., Bubenets, Iryna H., and Chatchenko, Olga Ye. (2017) “The Formation of a Strategy for Developing the Marketing Potential of Trade Enterprise.” Business Inform 1:347–352.

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