Оцінювання маркетингового потенціалу підприємств харчової промисловості

Abstract

Розглянуто процес оцінювання маркетингового потенціалу підприємства. Описано основні етапи процесу оцінювання маркетингового потенціалу підприємства за його основними складовими. Рассмотрен процесс оценки маркетингового потенциала предприятия. The stages of collection process and processing of data are given for the evaluation of marketing potential of the enterprise. The process of evaluation of the potential level of marketing internal resources is considered. It is recommended the constituents which need to carry out the evaluation of potential of market possibilities, that gives an opportunity to form an integral idea about the capacity of market, dynamics of its development, standard of prices, competition environment, perspective of the enterprise niches and commodities, general state of affairs of the market and possibility its exit are specified. The basic constituents of innovative potential of marketing are distinguished, in particular: potential development of new commodities/ trademarks; potential expanding of new sources of supply; potential of development of new services and other. The stages of evaluation process of other potential non-material resources, innovative potential of marketing and constituents of potential of marketing tool (potential of other marketing instruments, potential of marketing marketing-mix, analytical potential) are described.