O. Kalinin. Investor – oriented strategy for the enterprises development in the industrial market.

Abstract

The article examined aspects of interdependence of an investor – oriented development strategy, market positions of the company and economic indicators of the leaders of a highly concentrated industry. It was noted that these enterprises grow on average on a larger scale than the industry in general. This is affected by the opportunity to grow through the mergers and acquisitions of  competitors and building a long-term economic relations with customers, as well as quickly respond to market changes. The leading companies were studied in the market of industrial gases. This market is highly concentrated and in general is on 75% controlled by 3 companies - Air Liquide, Praxair, Linde Group, that performance indicators were analyzed in this article. The sphere of production and sale of industrial gases was chosen because this industry has been growing dynamically and has positive forecasts for further growth in the future. Also, industry leaders are quite investment-attractive companies. Also, companies  consider their strategy in terms of maximizing the profits of investors in the long term run, and today this is one of the most important indicators of the efficiency of enterprises. In the article, the growth rates and prospects for the development of the world market of industrial gases were investigated. Also, the growth rates of sales and net profit of the main competitors in the market were noted. The characteristics were given to the main financial and economic indicators of enterprises - leaders of the industry. The main factors of influence on the development of the industry as a whole and the main players on the market are singled out. The analysis of the main sales markets and sources of profit of the companies was carried out. The main and prospective regions for the marketing of industrial gases are indicated, the methods of their sale are compared and their contribution to the total profit from sales. Conclusions are drawn that despite the concentration of the industrial gas market, the large financial opportunities of the main players in the industry, the contribution of effective marketing management actions is significant, and its importance will only grow in the future.