Features of marketing strategy formation in the IT services market

Gorbatenko Artur
Candidate of economic sciences, senior teacher, Odessa National University of Economics. E-mail:ga_vsv@yahoo.co.uk

Cite this article:

Gorbatenko A., (2019) Features of marketing strategy formation in the IT services market. 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(268), pp. 73-93.

Abstract

The article is devoted to the problems analysis of competition in the services markets, where marketing and management laws are not so explicitly used. It is especially important to consider this question in connection with the active growth of the outsourcing IT services market in Ukraine. Today this market provides to our country active development and occupies a third of all export. The principles of modern management science are not so unambiguous in the conditions of international globalization of the services sector and need to be adapted to each industry separately. The IT industry, despite the active development and unsaturation of the IT services market, has some problems that actually constrain the active development of enterprises in the industry. Actually such situation is caused by shortcomings of work of the enterprises in the services market which not fully understand the principles of functioning of these markets. In the IT services markets, there is the problem of the impossibility of enterprises further development, due to the lack of specialists capable of performing the tasks. The article analyzes the development of the IT industry in Ukraine and identifies trends in its development based on data from the State Statistics Committee and open sources of information. The peculiarity of these markets is the intermediary role of IT companies between the customer and the ultimate executor. Understanding of a role of the IT companies in the market of outsourcing services, is a key for formation of the correct development strategy in the market of services which this market is. Having defined approach to the analysis of the market, classification of consumers of services which are provided by the outsourcing companies on software development is carried out. In fact these companies are intermediaries between software developers and customers and provide commission services, ensuring their effective cooperation. This fact is confirmed how legally, registering developers on independent performers, and organizationally, lack of any organizational structure of support of this cooperation, having allocated developers in separate srum-teams, directly cooperating with the customer. Respectively development of strategy is displaced in the marketing plan, and application of partnership marketing with software developers is offered.

Keywords

marketing, marketing of services, srum-teams, partnership marketing, marketing strategy, value creation chain.

JEL classification: L 860

UD classification: 338.462

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