STRATEGIC MARKETING AND ITS IMPLEMENTATION SPECIFICS FOR BUSINESS ACTIVITIES OF LARGE COMPANIES

Ніна Д. Чала, Ірина В. Архипенко

Abstract


The relevance of the research topic is underpinned by the increasing need for assessing the company competitive position not only inside the market but also within each target segment, in particular, that could be realized through effective use of strategic marketing tool set. The article seeks to provide insights to implementation of strategic marketing tools for business activities of large companies. The evolution of the marketing strategic management concept development has been analyzed. The key factors enhancing the role of strategic marketing in the practice of large companies are investigated. It is argued that major changes in consumer behavior are associated with the information society development with its emphasis on the "modernized" buyer and differentiated marketing, largely focused on the interests of each client. Apparently, the primary objectives of strategic marketing of large companies are, above all, the company organizational management which should be aimed to meet the needs of a potential customer; company life-cycle assessment, as well as providing an argument-based report on strategy implementation for the company top management. The specific features of corporate strategic marketing activities are identified and grounded. The marketing growth strategies for large companies classified. It is concluded that to be effective, a modern marketing strategy of large companies should be directed not only to achieve efficient performance, increased sales and enhanced management but also address the needs of the market and individual consumer, which can be implemented through a combination of new marketing tools for strategic planning and the tactics for customer-based marketing.


Keywords


strategic marketing; large companies; external environment; strategic management; corporate marketing



DOI: https://doi.org/10.30857/2413-0117.2018.1.7

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