T. Gorokhova, Y. Fomenko, Marketing product policy as a factor of competitive capacity of enterprises in post-crisis conditions.

Abstract

The article considers that the marketing commodity policy is one of the key factors of competitive capacity of enterprise in the modern conditions of market development. The marketing commodity policy can significantly improve the efficiency of companies activities. We researched this issue by example of activity of Metinvest Group (International Vertically Integrated Mining and Metallurgical Company). The financial and production reports of Metinvest for the last 6 years were analyzed. It should be noted that the connection between elements of the enterprise marketing product policy and its financial and production indicators is stable. We conducted the assessment of competitive capacity of enterprises using commodity method with elements of statistical analysis. We determined trends in the production of the main products groups of the enterprises, which affects to effectiveness of company's marketing product policy. The using of statistical analysis of financial and production reports of the selected company can provide the necessary information about the situation with its main product groups and the dynamics of key production indicators. This analysis reveals effective and inefficient trends in marketing product policies (ineffective solutions being eliminated or edited, while effective solutions can be optimized and positively affect the financial stability of the enterprise competitiveness). The additional scientific novelty is a research of influence of marketing product policy in the context of the post-crisis activity of the selected company.  We developed and presented the recommendations of improving elements of marketing product policy (information support, new product development, and brand policy) in frame of optimization the company's activities.