Маркетинговий аудит олійно-жирових підприємств

Abstract

У дисертації розглянуто теоретичні підходи щодо формування аналітичного інструментарію маркетингового аудиту для олійно-жирових підприємств: сформовано категоріально-понятійний апарат маркетингового аудиту і запропоновано уніфіковану структуру процедури його проведення, що включає діагностику маркетингової політики, форсайт, бенчмаркінг. Проведено дослідження сучасного стану олійно-жирових підприємств та їх ефективності. Проаналізовано структуру виробництва олійно-жирової продукції, визначено лідерів ринку та окреслено експортні можливості галузі, проведено діагностику макросередовища та ринкових позицій групи компаній «Кернел груп» на основі ЕТОМ та QUEST-аналізу та застосовано методичний підхід щодо діагностики внутрішнього середовища аналогічного підприємства, що ґрунтується на збалансованій системі показників. Удосконалено організаційно-економічне забезпечення впровадження аналітичного інструментарію маркетингового аудиту у діяльність олійножирових підприємств на основі застосування форсайту, що ґрунтується на поєднанні методів Wild cards та дерева релевантності, удосконаленій із урахуванням розміру підприємства процедурі проведення бенчмаркінгу та визначенні векторів розвитку на основі матриць стратегічних альтернатив

В диссертации рассмотрены теоретические подходы к формированию аналитического инструментария маркетингового аудита для масложировых предприятий: сформирован категориально-понятийный аппарат маркетингового аудита и предложено унифицированную структуру процедуры его проведения, которая включает диагностику маркетинговой политики, форсайт, бенчмаркинг. Проведено исследование современного состояния масложировых предприятий и их эффективности. Проанализирована структура производства масложировой продукции, определены лидеры рынка и выделены экспортные возможности отрасли, проведена диагностика макросреды и рыночных позиций группы компаний «Кернел групп» на основе ЕТОМ и QUEST-анализа, а также применён методический подход к диагностике внутренней среды аналогичного предприятия, основанный на сбалансированной системе показателей. Усовершенствовано организационно-экономическое обеспечение внедрения аналитического инструментария маркетингового аудита в деятельность масложировых предприятий на основе применения форсайта, основанного на сочетании методов Wild cards и дерева релевантности, усовершенствованной с учетом размера предприятия процедуре проведения бенчмаркинга и определении векторов развития на основе матриц стратегических альтернатив.

The theoretical approaches to the formation of analytical tools of marketing audit for oil and fat enterprises were considered. The categorically-conceptual basis of marketing audit was formed. It was proposed the unified structure of its procedure, including diagnostics of marketing policy, foresight, benchmarking in the dissertation. The author's definitions of each component were offered, the principles and methods of marketing audit, as well as the specifics of its implementation in the activity of domestic oil and fat enterprises were highlighted. The essence of marketing audit determines the principles on which it is conducted. Principles of marketing audit can be divided on 2 groups: general (those that are typical for all types of audit, namely, systematic, complex, objective, rational efficiency) and specific (characteristics only for marketing audit, namely, environmental orientation, social orientation, market orientation, institutional approach, using of digital). In dissertation the importance of activity and efficiency of oil and fat enterprises in the process of development of the national economy were considered, and also its strategic importance for the Ukrainian economy were emphasized. In addition, the specific features of the agro-food sector and the specifics of the marketing audit, which take into account these characteristics, were highlighted. It was considered the main laws of Ukraine in sphere of marketing audit and connected with activity of oil and fat industry. The research of the current state of oil-fat enterprises and their level of efficiency was conducted. The main tendencies of the production structure of oil-fat industry and the level of influence of world trends were determined. Market leaders were determined and the export opportunities of the industry were outlined. It was proposed to use production function for determining level of influence of highlighted factors and forecast approximate quantity of supply. The macro-environment diagnostics and its influence on the market positions of the one of leading company in this sphere - group of companies "Kernel groups" - were conducted. The main specific of diagnostics of marketing macroenviroment which was used in dissertation is combination of QUEST and ETOM analysis. This21 combination provide complex and deep research of marketing environment factors and its interconnection what allow to find out all possible risks and prevent it. The methodical approach to the diagnosis of the internal environment and assessment of the competitive potential the same company, based on the study of the Balanced Scorecard (Balanced scorecard). Author proposed divide the most important indicators of enterprise activity for 4 groups: marketing, financial, productive and staffing indicators. This methodological approach was used for research of “Kernel group” activity what helped to measure its effectiveness and find out the main direction of development. The organizational and economic procedure of the implementation of analytical tools for the marketing audit of oil and fat enterprises is based on the use of the most effective modern marketing tools for this sphere. One of these tools is using of foresight based on a combination of methods of Wild cards and relevance trees. This combination provide deep research of enterprise’s problems and creating effective plan of actions for its minimize and full use of new opportunities. It was proposed improved procedure of benchmarking which takes into account the characteristics of enterprises depending on the size of it. The main advantage of this methodological approach is detailed procedure of the process of choosing standard enterprise for compare and measure of company effectiveness. It was proposed to use results of marketing audit for adapt and develop marketing strategy of enterprise, choose vectors for further development on the basis of matrixes of strategic alternatives. It is advisable to formulate these measures in the form of a roadmap, which outlines the strategic goals that the company plans to achieve, measures that will lead to achieving the strategic goal and resources that will ensure the implementation of the planned activities. In addition, the roadmap should indicate which key indicators will serve to assess the effectiveness of its implementation and what results are planned to achieve. It should be noted that combination of analytical tools such as marketing diagnostics, foresight and benchmarking will have a synergistic effect as a result of a comprehensive and systematic study of the company's activities and analysis of the ways of its development. The result of its use is a comprehensive program of measures that will facilitate the adaptation of activities to the environment, improvement of the marketing strategy of the enterprise, its development and effective response to changes in macro- and microfactors, and as a result, increase of competitiveness and improvement of competitive positions in the domestic and foreign markets.