Management of marketing activity of the enterprise
Keywords:
SWOT analysis, technologies, fruit and berry products, fruit processing enterprises, marketing management, enterprise management, marketing activities, development strategy, marketing programAbstract
The qualification work examines the theoretical foundations of marketing management in an enterprise, its genesis, necessity, and essence, as well as the role and specific functioning of marketing departments.
An analysis of the marketing activities of TOV «Agrana Fruit Ukraine» in the fruit processing product market has been conducted, including an analysis of key marketing performance indicators, financial and economic condition, and the marketing management system of TOV «Agrana Fruit Ukraine»/ Ways to improve the marketing management system of TOV «Agrana Fruit Ukraine» have been identified, and the main provisions of the development strategy and marketing development program for TOV «Agrana Fruit Ukraine» have been formulated.
Recommendations have been developed for the implementation of the marketing program at TOV «Agrana Fruit Ukraine» to improve the rations of dried food for the military through the inclusion of fruit and berry components. The economic effect in the dried fruit shop amounts to UAH 690,000 per year, with a sales profitability of 13.1%. The payback period is 4.1 years.
