Marketing activities at the company are aimed at studying the market and consumer tastes. Marketing management includes analysis, organization, planning and control.
Marketing activities in the enterprise
Marketing activities at the enterprise are aimed at defining target consumers, their preferences, expectations and needs. It is known that its financial stability and the success of its activities in general depend on the loyalty of customers to the products and services of a company.
Marketing deals with the study of demand, predicting changes in the market. Marketing determines the competitive advantages of a company, schemes and ways to attract customers and meet their expectations in the proposed product. In a broad sense, the marketing activity at the enterprise helps to orient the company's production in the right direction, with the necessary properties and benefits for the end consumer.
That is why a marketing service, with qualified specialists included in it, is necessary at the enterprise. Marketing management in the enterprise includes: analysis of opportunities, organization of research, planning and control over the implementation of marketing activities.
Market Opportunity Analysis
An analysis of the company's activities and its capabilities helps to identify strengths and assess prospects. Analyzing the existing market situation, marketers decide how to increase the demand for the manufactured product. At the same time, the effectiveness of the existing sales channels for the company's products and communication channels with customers is assessed.
The marketing service is actively studying the sources of useful information: price lists and advertisements of competitors, consumer reviews. Potential customer surveys are conducted, opinions received are analyzed. Receiving a description of the market situation, the marketing department decides the feasibility of implementing a particular company opportunity.
As a result of the analysis, experts come to the conclusion about a deeper penetration into the market, expanding market boundaries, launching a new product or diversification (offering a new product in a new market). Each market opportunity of the company has its own conditions, objectives and goals.
Selecting a target market and developing a marketing mix
Observing changes in the market allows you to select a target market and focus your activities on it. Of course, the properties and benefits of a product in the chosen market should address the problems and needs of the buyers. Then they select target customers, study their needs and choose a way to position their product.
So, having formed the image of the product that the consumer needs, the company proceeds to develop a marketing mix. This complex includes meeting consumer expectations in the following parameters: price, product, promotion, sales.
Planning and control functions
At the next stage, a detailed plan is developed that describes the goals, development strategy and ways of implementation. It describes the necessary activities and programs to achieve such goals as: increasing sales and number of customers, increasing competitiveness, increasing the company's market share. The development of the plan takes into account external and internal factors that can affect the achievement of such goals. The costs are calculated, the budget required, the expected profit and efficiency for the organization are predicted.
Control as a management function includes identifying problems and responding to them in a timely manner in unforeseen situations. Control helps to achieve the intended plan of the marketing service.
