N. Terentеva. Formation of sales strategy using the matrix Shell/Dpm for engineering enterprises of Zaporizhzhya region.

Abstract

The article substantiates that in the conditions of uncertainty of the external environment, marketing methods for managing sales activities are becoming increasingly important, and is most appropriate for improving the efficiency of sales activities of engineering enterprises in the Zaporozhye region. At the same time, the depth of implementation of marketing management methods may vary at different enterprises from the introduction of separate marketing mechanisms for managing sales activities and implementing measures for the development and implementation of a marketing strategy to the construction of full-scale marketing systems. As a result of the study, the most appropriate to the current state of machine-building enterprises of the Zaporozhye region marketing strategies were proposed. It should be noted that the use of the Shell / DPM method allows one to take into account not only the competitiveness of each individual enterprise, but also the attractiveness of the industry as such, that is, it takes into account the influence of environmental factors. An assessment of the industry's prospects and its competitiveness was carried out by an expert survey using scoring. Using the Shell / DPM matrix, a sales strategy was developed for the engineering enterprises of the Zaporozhye region, which made it possible to recommend the use of a competitive strategy for PJSC Motor Sich and ZTR. advantages, and for Zaporozhkran OJSC - business growth strategies, since the proposed marketing strategies of sales activities not only correspond to modern state of engineering enterprises of the Zaporozhye region, but also take into account the attractiveness of the industry as such, incl. - the influence of environmental factors.