THE STATE AND PROSPECTS OF MARKETING STRATEGIES FOR SMALL AND MEDIUM BUSINESS ENTERPRISES IN UKRAINE
DOI:
https://doi.org/10.30837/2522-9818.2019.8.097Keywords:
small and medium enterprises, marketing strategies, territorial cluster, marketer, economical regional policy, local economic developmentAbstract
The subject of research is the transform processes taking place at Ukrainian small and medium enterprises and development of theirs marketing strategies. The purpose of the work is to study the role of marketing strategies for small and medium enterprises in Ukraine. The article solves the following tasks: analysis of small and medium enterprises functioning in Ukraine; determining the functioning differences between their marketing management and the marketing management of large industrial enterprises; a description of the marketing strategies developed by the small and medium enterprises. Methods of mathematical statistics, theoretical generalization, marketing researches have been used. The following results were obtained: The general situation at the small businesses in Ukraine was analyzed. The state of small and medium business enterprises in the conditions of creation of united communities and their possible entry into territorial clusters as a tool for increasing the competitiveness of some economic entities of the region was considered. The organization differences between marketing management at large industrial enterprises and small businesses were given. Since international partners have repeatedly pointed out the lack of modern economic education at the small and medium enterprises management, the directions for its possible receipt were presented. It was shown that since the concept of marketing in a market economy is the basis of successful entrepreneurial activity, it became required to develop a theoretical and methodological base at the state level in order to take into account the features of small and medium businesses and coordinating the related actions. The ways of developing small and medium enterprises marketing strategies are given. Conclusions. The necessity to increase the innovative potential of small and medium enterprises in Ukraine in the conditions of administrative reform; development of entrepreneurial skills in the persons engaged in this process and development of marketing strategies of the corresponding enterprises has been confirmed.
References
Voronina, L. I. (2002), Small businesses and entrepreneurship in the environment of a market economy [Malyi biznes ta pidpryiemnytstvo v rynkovykh umovakh hospodariuvannia], Kyiv : European University Publishing, 307 p.
Kubai, N. Ye. (1999), Becoming and development of private entrepreneurship in a transition economy (on the example of small enterprises of Ukraine) [Stanovlennia i rozvytok pryvatnoho pidpryiemnytstva v perekhidnii ekonomitsi (na prykladi malykh pidpryiemstv Ukrainy)], Candidate’s thesis, Lviv.
Lykholat, S. M. (2018), "Research of the influence of state policy on small businesses development in Ukraine" ["Doslidzhennia vplyvu derzhavnoi polityky na rozvytok maloho pidpryiemnytstva v Ukraini"], Social-legal Workshops, No. 1, P. 167–171.
Ozarynska, V. (2011), "Fundamentals of the Small Business Support System in Ukraine" ["Osnovy formuvannia systemy pidtrymky maloho biznesu v Ukraini"], Transport management methods development, No. 37, P. 211–226.
Priamukhina, N. V. (2015), "The role of small businesses in the market area of the regions" ["Rol maloho pidpryiemnytstva u rynkovomu prostori rehioniv"], Scientific Herald of Kherson State University. Series : Economic Sciences, No. 11 (III), P. 109–112.
Paderin, I. D., Kornetskyi A. O. (2012), "The concept of increasing the profitability of small businesses in the region in a modern market economy" ["Kontseptsiia pidvyshchennia prybutkovosti maloho pidpryiemnytstva rehionu v umovakh suchasnoi rynkovoi ekonomiky"], The Economy and State, No. 8, P. 24–26.
Tkachenko, T. P. (2008), Entrepreneurship as a Basis for the Formation of the Middle Class in Ukraine (Organizational and Management Foundations) [Pidpryiemnytstvo yak osnova formuvannia serednoho klasu v Ukraini (orhanizatsiino-upravlinski zasady)], Candidate’s thesis, Kyiv, 207 p.
Yakusheva, O. V. (2017), Economic development and support of small and medium-sized businesses at the regional level [Ekonomichnyi rozvytok i pidtrymka maloho ta serednoho biznesu na rehionalnomu rivni], Candidate’s thesis, Cherkasy, 288 p.
"Order of the Cabinet of Ministers of Ukraine on approval of the Strategy for the development of small and medium-sized enterprises in Ukraine until 2020 from May 24 2017, № 504-r" ["Pro skhvalennia Stratehii rozvytku maloho i serednoho pidpryiemnytstva v Ukraini na period do 2020 roku : rozporiadzhennia Kabinetu Ministriv Ukrainy vid 24 travnia 2017 r. № 504-r"], (2017), Governmental Courier, No. 144, P. 7–12.
"Commercial Code Ukraine" ["Hospodarskyi kodeks Ukrainy"], (2003, January 16), Bulletin of Verkhovna Rada of Ukraine, Kyiv : Parlam. vyd-vo, No. 18, 19–20, 21–22, P. 144.
"Law of Ukraine on development and state support of small and medium-sized enterprises in Ukraine from March 22 2012, № 4618-VI" ["Pro rozvytok ta derzhavnu pidtrymku maloho ta serednoho pidpryiemnytstva v Ukraini : Zakon Ukrainy vid 22 bereznia 2012 r. № 4618-VI"], (2013), Bulletin of Verkhovna Rada of Ukraine, No. 3, P. 23. Kyiv : Parlam. Vyd-vo.
"Law of Ukraine on accounting and financial reporting in Ukraine from July 16 1999, № 996-XIV" ["Pro bukhhalterskyi oblik ta finansovu zvitnist v Ukraini : Zakon Ukrainy vid 16 lypnia 1999 r. № 996-XIV"], (1999), Bulletin of Verkhovna Rada of Ukraine, Kyiv : Parlam. vyd-vo, No. 40, P. 365.
"Decree of the President of Ukraine on the simplified system of taxation, accounting and reporting of small business entities from July 3 1998, № 727/98" ["Pro sproshchenu systemu opodatkuvannia, obliku ta zvitnosti subiektiv maloho pidpryiemnytstva : Ukaz Prezydenta Ukrainy vid 03 lypnia 1998 r. № 727/98"], (1998), Official Bulletin of Ukraine, No. 27, P. 1.
Tax Code of Ukraine [Podatkovyi kodeks Ukrainy]. (2010, December 2), Bulletin of Verkhovna Rada of Ukraine, Kyiv : Parlam. vyd-vo, (2011), No. 13–14, 15–16, 17, P. 112.
World Bank (2014), Doing business 2015, World Bank Group, Washington, DC
World Economic Forum (2018), The Global Competitiveness Report 2018, World Economic Forum Publishing, Geneva.
OECD/European Union/EBRD/ETF (2015), SME Policy Index: Eastern Partner Countries 2016: Assessing the Implementation of the Small Business Act for Europe, OECD Publishing, Paris.
Teletov, O. S. (2015), "A marketing approach to solving problems of administrative reform in Ukraine" ["Marketynhovyi pidkhid do vyrishennia problem administratyvnoi reformy v Ukraini"], Market-oriented management of innovative development, Kharkiv : TOV "Disa plius", P. 81-88.
Teletov, O. S. (2018), "Solving problems of the country innovative development as a guarantee of its economic success" ["Vyrishennia problem innovatsiinoho rozvytku krainy yak zaporuka yii ekonomichnoho uspikhu"], Outpacing innovative development: theory, methodology, practice, Sumy : Tritoria, P. 11–22.
Teletov, O. S., Grigorenko, V. Iu. (2018), "Conditions of penetration into European markets of agrarian enterprises of small and medium business by marketing tools using" ["Umovy pronyknennia na yevropeiski rynky ahrarnykh pidpryiemstv maloho ta serednoho biznesu za dopomohoiu instrumentiv marketynhu"], Proceedings from: VI Scientific and Practical Internet Conference "Marketing as the Most Important Component of the Functioning of the Agrarian Business System", Dnipro : FO-P Pitsyk, P. 3–6.
Teletov, O. S. (2004), Marketing in Industry [Marketynh u promyslovosti], Kyiv : Center of Educational Literature, 248 p.
Teletov O. S. (2011), 'Marketing support for clustering of the economy at the regional level" ["Marketynhove zabezpechennia klasteryzatsii ekonomiky na rehionalnomu rivni"], Marketing and Management of Innovations, No. 1, P. 176–184.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2019 Oleksandr Teletov, Vladimir Grigorenko
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
Our journal abides by the Creative Commons copyright rights and permissions for open access journals.
Authors who publish with this journal agree to the following terms:
Authors hold the copyright without restrictions and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License (CC BY-NC-SA 4.0) that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this journal.
Authors are able to enter into separate, additional contractual arrangements for the non-commercial and non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in this journal.
Authors are permitted and encouraged to post their published work online (e.g., in institutional repositories or on their website) as it can lead to productive exchanges, as well as earlier and greater citation of published work.
