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Прохорова Вікторія Володимирівна - Українська інженерно-педагогічна академія
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Петруня Юрій Євгенович - Університет митної справи та фінансів
| Issues | Sections | Authors | Keywords |
Article
| Issue: | 2022 №3 (79) |
| Section: | Marketing |
| UDK: | 339.146 |
| DOI: | https://doi.org/10.33271/ebdut/79.048 |
| Article language: | Ukrainian |
| Pages: | 48-58 |
| Title: | International planning of marketing strategic activities of the company: information technologies of brand promotion |
| Authors: | Kasian S. Ya., Dnipro University of Technology, Pilova K. P., Dnipro University of Technology, Makukha Yu. M., Dnipro University of Technology |
| Annotation: | Methods. The article uses the following methods and tools of scientific research: generalization, induction and deduction – in order to determine the importance of the use of marketing methods of promotion in the consumer and industrial markets by priority; description and generalization – during the characterization of the architecture of the global brand of lubricants Mobil brand and the description of the logos of the parent brand, master brand, sub-brands and service brand; statistical analysis, index method – during the analysis of the marketing strategic activity of «MasloTrade» LLC in the market of fuels and lubricants of Ukraine, establishing the dynamics of sales volumes of Mobil products by segments of application of lubricants during 2017–2021; method of expert assessments (IFAS analysis) – during the analysis of the internal environment, formulation and assessment of strength and weakness factors; competitive analysis, comparison – during the assessment of the competitive position of lubricants suppliers in the second half of 2021; theory of international marketing, consumer behavior and competition. Results. The importance of the use of marketing methods of promotion in the consumer and industrial markets by priority has been determined. The marketing strategic activity of «MasloTrade» LLC in the market of fuels and lubricants of Ukraine is analyzed. The architecture of the Mobil global brand of lubricants is characterized; the logos of the parent brand, master brand, sub-brands and service brand are described. The prices for fuels and lubricants of different brands in the Ukrainian market in the second half of 2021 were compared, as well as and the properties of lubricant brands. Novelty. Based on the results of the analysis of the internal environment, strength and weakness factors were formulated and evaluated using IFAS-analysis. The competitive position of lubricants suppliers in the second half of 2021 was assessed. Practical value. The analysis allows «MasloTrade» LLC to improve its marketing activities in the international and Ukrainian market of fuels and lubricants, which is manifested in the price, communication components of the Mobil brand promotion, continuation of the debit deferral policy, which helps to support its partners in doing business and promotes its development. Methodological components of the analysis of the internal environment of the company, competitive analysis can be used in the marketing activities of other enterprises. |
| Keywords: | Industrial market, Brand, Promotion, Information technology, Lubricants, Segmentation, Marketing strategic activity |
| File of the article: | EV20223_048-058.pdf |
| Literature: |
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Editor-in-Chief
Makurin A. A., Doctor of Economic Sciences, Professor, Department of International Relations and Audit, Dnipro University of Technology
Deputy Editors-in-Chief:
Buleev I. P., Doctor of Economic Sciences, Professor, Chief Researcher, Department of Enterprise Economics, Institute of Industrial Economics of the National Academy of Sciences of Ukraine, Ukraine
Vahonova O. H., Doctor of Economic Sciences, Professor, Head of the Department of Applied Economics, Entrepreneurship and Public Administration, Dnipro University of Technology
Chair of the Editorial Board
Bezuhla L. S., Doctor of Economic Sciences, Professor, Head of the Department of Tourism and Enterprise Economics, Dnipro University of Technology
Members of the Editorial Board:
- Andrii Andriiovych Makurin, Doctor of Economic Sciences, Professor, Professor at the Department of International Relations and Audit, Dnipro University of Technology, Ukraine, This email address is being protected from spambots. You need JavaScript enabled to view it.
https://orcid.org/0000-0001-8093-736X - Oleksandra Hryhorivna Vahonova, Doctor of Economic Sciences, Professor, Head of the Department of Applied Economics, Entrepreneurship and Public Administration, Dnipro University of Technology, Ukraine, This email address is being protected from spambots. You need JavaScript enabled to view it.
https://orcid.org/0000-0001-6553-7771 - Liudmyla Serhiivna Bezuhla, Doctor of Economic Sciences, Professor, Head of the Department of Tourism and Enterprise Economics, Dnipro University of Technology, Ukraine, This email address is being protected from spambots. You need JavaScript enabled to view it.
https://orcid.org/0000-0002-6520-4325 - Maryna Illivna Ivanova, Doctor of Economic Sciences, Professor, Professor at the Department of Management, Dnipro University of Technology, Ukraine, This email address is being protected from spambots. You need JavaScript enabled to view it.
https://orcid.org/0000-0002-1130-0186 - Oksana Vitaliivna Bashtannyk, Doctor of Sciences in Public Administration, Professor, Professor at the Department of History, Political Theory and Law, Dnipro University of Technology, Ukraine, This email address is being protected from spambots. You need JavaScript enabled to view it.
https://orcid.org/0000-0003-4067-3261 - Olena Olehivna Akhmedova, Doctor of Sciences in Public Administration, Associate Professor, Professor at the Department of Tourism and Hotel and Restaurant Business, Kyiv National University of Technologies and Design, Ukraine, This email address is being protected from spambots. You need JavaScript enabled to view it.
https://orcid.org/0000-0003-1573-7710 - Mykola Petrovych Horodyskyi, Candidate of Economic Sciences, Associate Professor, Zhytomyr Polytechnic State University, Ukraine, This email address is being protected from spambots. You need JavaScript enabled to view it.
https://orcid.org/0000-0002-2093-5263 - Eleonora Yuriivna Tereshchenko, Candidate of Economic Sciences, Associate Professor, Associate Professor at the Department of Enterprise Economics and Finance, Kyiv National University of Trade and Economics, Ministry of Education and Science of Ukraine, Ukraine, This email address is being protected from spambots. You need JavaScript enabled to view it.
https://orcid.org/0000-0003-2272-5224 - Valentyna Andriivna Pavlova, Doctor of Economic Sciences, Professor, Professor at the Department of Entrepreneurship, Alfred Nobel University, Dnipro, Ukraine, This email address is being protected from spambots. You need JavaScript enabled to view it.
https://orcid.org/0000-0002-6762-8041 - Ivan Petrovych Buleev, Doctor of Economic Sciences, Professor, Chief Researcher, Department of Enterprise Economics, Institute of Industrial Economics of the National Academy of Sciences of Ukraine, Ukraine, This email address is being protected from spambots. You need JavaScript enabled to view it.
https://orcid.org/0000-0002-7912-3649 - Olha Volodymyrivna Zakharova, Candidate of Economic Sciences, Associate Professor at the Department of International Economic Relations, Vasyl Stefanyk Carpathian National University, Ukraine, This email address is being protected from spambots. You need JavaScript enabled to view it.
https://orcid.org/0000-0002-8718-0205 - Joanna Rosak-Szyrocka, PhD, Assistant Professor at Częstochowa University of Technology, Poland
https://wis.pcz.pl/wykladowcy---sprawozdawczosc/dr-joanna-rosak-szyrocka
https://orcid.org/0000-0002-5548-6787 - Jolanta Miko Nalivaike, Doctor of Social Sciences, specializing in Management, Vice-Dean of the Faculty of Business Management, Associate Professor at the Department of Management, Vilnius Gediminas Technical University (VILNIUS TECH), Lithuania, This email address is being protected from spambots. You need JavaScript enabled to view it.
https://orcid.org/0000-0003-1009-4111 - Marat Kuralbekovich Kamysbayev, Doctor of Economic Sciences, Professor, Department of Management and Mathematical Economics, Kazakh National Research Technical University, Almaty, 050000, Kazakhstan, This email address is being protected from spambots. You need JavaScript enabled to view it.
https://orcid.org/0000-0002-6952-6030 - Jan Skonieczny, PhD in Economics, Assistant Professor at the Department of Organization and Management, Wrocław University of Science and Technology, Poland, This email address is being protected from spambots. You need JavaScript enabled to view it.
https://orcid.org/0000-0002-1027-991X
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