Theoretical aspects of marketing strategy based on results of marketing audit

Zinkovskaya Daria
teacher, Odesa national economic university. E-mail:dasha.zinkowskaya@gmail.com

Cite this article:

Zinkovskaya D., (2018) Theoretical aspects of marketing strategy based on results of marketing audit. Ed.: М.D. Baldzhy (ed.-in-ch.) and others [Systema pensiinoho zabezpechennia Ukrainy ta yevrointehratsiini protsesy; za red.: М. D. Baldzhy (gol. red.)], Scientific Bulletin of the Odessa National Economic University (ISSN 2313-4569), Odessa National Economics University, Odessa, No. 5(257), pp. 85-101.

Abstract

At the current stage of economic development, enterprises operate in a dynamic marketing environment characterized by instability and constant changes. That is why the priority task for enterprises that want to preserve and strengthen their competitive position is the choice of effective marketing analytical tools. Many domestic and foreign scholars engaged in the formation of effective marketing tools, but the research studies show that there is no single approach and no concept of its formation. It should also be noted that the Ukrainian economy has its own specific features that must be taken into account when developing analytical tools. The chosen tools should provide a comprehensive and deep research of the current state of the enterprise, its place on the market, identification of the most important factors of influence of the macro-marketing environment, as well as identifying ways of counteracting to negative factors, maximizing the use of potential opportunities and identifying strategic directions of company development. Completing specified tasks can provide marketing audit tools that include such tools as marketing policy diagnostics, foresight, benchmarking. These tools interact with each other to achieve a synergistic effect and enhance their effectiveness in the research process, make it as deep and comprehensive as possible. On the basis of the data collected as a result of the study, a program of measures for the adaptation of the marketing strategy of the company and further effective strategy in the company is formed. The article proposes a list of strategic directions of enterprise development, depending on their size and the results of marketing audit. The proposed matrixes of strategic alternatives should be used when formulating a plan for adjusting and adapting the marketing strategy of the enterprise.

Keywords

marketing audit, marketing, strategy, marketing strategy, strategic alternatives, marketing diagnostics, foresight, benchmarking.

JEL classification: М310

UD classification: 338.432+631.147

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