ENTERPRISE MARKETING POTENTIAL ASSESSMENT THROUGH EVALUATION OF THE CORRESPONDENCE BETWEEN ITS GOALS AND MARKET NEEDS

• Main Authors: А. Pylypenko, К. Berezovskyi
• Format: Article
• Language: English
• Published: LLC "CPC "Business Perspectives" 2013-12-01
• Series: Економіка розвитку
• Subjects: marketing potential; level of strategic compliance; businesses target orientation; synergistic effect
• Online Access: http://www.ed.ksue.edu.ua/ER/knt/ee134_68/e134py2.pdf

The approaches to determining the elements of the category "potential" and its structuring are systematized. A semantic analysis of the concept "enterprise marketing potential" identified three areas of its manifestation: the ability to achieve a certain level of competitiveness, marketing opportunities of the enterprise considered through correlating the company resources and a possibility of their use, enterprise place and position on the market. In the context of those areas it is proved that the enterprise potential management should be guided by appropriate reduction of its unused part. A corresponding scheme of logic visualization of such marketing potential management was developed. An approach is offered to identify the essence of marketing potential of an enterprise on the basis of strategic gaps. The strategic gap is defined through correlation of such complementary forms of potential as "achieved" and "promising". The difference between these types of potential must be a target for the enterprise marketing management system. The strategic relevance increase is proved to show reduction of unused potential while ensuring full strategic relevance is considered to set the maximum level of its potential. The technology of marketing potential estimation through the level of its strategic relevance is improved by determination of internal, external, synergetic and compensatory directions of manifestation. The internal strategic relevance determines how the enterprise architecture corresponds to the useful result of its operation. The external strategic relevance shows the compliance degree of the offered product value with consumer wishes. The synergetic strategic compliance reflects the complementary character of the marketing mix of different target markets. The compensatory strategic relevance displays the availability of reserves for recovery of the scope of operations and is determined through the correspondence between the changeability of the environment and the company ability to make transformations. The directions of securing the strategic relevance of an enterprise are determined and the necessity for their presentation as a benchmark for the system of marketing management is proved. Presenting strategic relevance as an ideal set of practices used by an enterprise is considered to be expedient. Introduction of a three-dimensional plane "resources – opportunities – strategic goals" is proposed to identify the strategic gaps and target guidelines for the company development.