USAGE OF MATRIX TOOLS IN STRATEGIC MARKETING PLANNING OF DOMESTIC INDUSTRIAL ENTERPRISES ACTIVITIES
Journal Title: Проблеми системного підходу в економіці - Year 2018, Vol 4, Issue 66
Abstract
The article proposes the usage of the Shell/DPM matrix based on two parameters: changes in the sales market volume of the enterprises and the actual market share of the enterprises (in terms of sales volume), in the strategic marketing planning of the industrial enterprises in the domestic market. Proposals are approved at the machine-building enterprises of the Sumy region, which produce goods for industrial usage. They are PJSC “Sumy NPO”; Nasosenergomash Pump & Power Engineering Works Sumy PJSC; Swessa Pumping Plant PJSC. Strategies that need to be used by enterprises to strengthen their own competitive positions on the market are defined for each company. Strategic marketing planning is an instrument for adapting enterprises to market conditions of operation. Its purpose is to define strategic directions of activity and develop appropriate strategic actions for efficient use of available resources to ensure a stable level of competitiveness. The directional policy matrix (Shell/DPM) is one of the best tools for determining the enterprise’s competitiveness and an effective strategic analysis of the company’s competitive position. The Shell/DPM matrix model of strategic analysis can be used to describe the actual or projected position of enterprises determined by certain changes, as well as to determine possible long-term development strategies. This model is easy to use; it allows combining quantitative and qualitative indicators, which in turn allows carrying out a deep and systematic analysis. Thus, the usage of a Shell/DPM directed policy matrix built with two parameters the actual market share of enterprises (in terms of sales volume) and changes in sales volumes as tools in the strategic marketing planning of industrial enterprises allows: determine the actual competitive positions of enterprises (for each analysed year); identify additional factors that may affect the competitiveness of the enterprise in the future (to be a clarifying method by fulfilment the method sequentially, for example, after the matrix method of the Boston Advisory Group (BAG–analysis)); propose strategic decisions aimed at strengthening the competitiveness indicators of enterprises in the long–term perspective. Proposals concerning the practical application of the Shell/DPM matrix model built on the proposed parameters in the strategic marketing planning of domestic industrial enterprises can be used as the basis for further researches in determining the directions of their strategic development.
Authors and Affiliations
V. V. Bozhkova, L. V. Goreta
Keywords
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- EP ID EP512558
- DOI 10.32782/2520-2200/2018-4-5
- Views 155
- Downloads 0
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