Сутність та особливості маркетинового планування конкурентоспроможності продукції

Abstract

UK: Розглянуто сутність та переваги маркетингового планування конкурентоспроможності продукції. Визначено етапи маркетингового планування конкурентоспроможності продукції. Запропоновано маркетинговий інструментарій для кожного етапу. EN: Formulation of the problem. To be competitive companies must implement a series of measures as part of a marketing plan. Particularly important issue of competitiveness in the strategic aspect in the changing internal and external environment. Results of the study. The theoretical and methodological foundations of marketing planning product competitiveness are shown in the article. Determined that the marketing planning process - it is streamlined set of steps and actions related to the environmental situation analysis, goal setting marketing development plan, marketing plan implementation, supervision over the implementation of the marketing plan. Marketing planning company includes developing specific strategies that promote the objectives of the enterprise by supporting strategic fit between them, its potential in marketing. The advantages of marketing planning product competitiveness are revealed. The strategic marketing planning competitiveness is proved. Strategic marketing planning competitiveness is a set of actions aimed at creating and retaining competitive advantage of products produced in the long time. Methodology of strategic marketing planning based on competitiveness is developed. The stages of marketing planning product competitiveness are determined. A key set of marketing tools that can be used at various stages of marketing planning is proposed. Conclusions. Availability and increasing competition in many product markets is to strengthen the role of marketing in all processes of the enterprise, including planning measures to improve product competitiveness.