Особливості застосування інструментів комерційної діяльності підприємства

Abstract

UK: Стаття присвячена дослідженню особливостей застосування інструментів комерційної діяльності підприємства. Охарактеризована структура комерційної діяльності та у її контексті визначені основні учасники ринку, з якими контактує ТОВ “Рідний продукт”. Як підґрунтя для корегування напрямів комерційної діяльності підприємства досліджена конкурентоспроможність продукції, кон’юнктура ринку та цінові уподобання споживачів. EN: Commercial activity is an essential category of the market economy, which is an extremely complicated in its nature and content. It is an independent type of professional activity that requires appropriate conditions based on market principles and laws. The main goal of commercial activities is to raise profits by buying and selling goods and services. The functions of commercial relations are to stimulate services or goods production, provide satisfaction of demands and intensify a commodity-money exchange. The aim of the research is to determine the opportunities of commercial activity tool implementation during the process of enterprise decision making. Object of the study is LLC "Native product", which is one of three leaders of the Ukrainian market. A commercial activity of the company consists of business processes and operations that occur during the interaction of the market participants to ensure the efficient exchange of goods and services. The research results reveal that such tools of commercial activities as the market condition determination, the product competitiveness analysis, the pricing policy justification have a significant impact on the commercial activity of LLC "Native product". Products of the company are competitive on such criteria as taste properties, chemical compositions, manufacturing technologies and assortments. It is also identified that there is a surplus of cereal products during the analyzed period in Ukraine, so it is recommended to revise the company’s sale policy towards finding new market segments. Despite the high prices, consumers regularly buy cereal products of the company because they consider the price to be an indicator of product quality. The research demonstrates that the use of different tools in commercial activities is a prerequisite for the successful economic policy of the company.