PUBLIC ACTIVITY AS FUNCTIONAL COMPOSITION OF LOGISTIC ACTIVITY OF THE ENTERPRISE

УДК 005.932

Стасюк Д.Р., студент 1 року ОС магістр
ХНЕУ ім. С. Кузнеця

In recent years modern logistics innovations have been successfully applied by leading Ukrainian enterprises in strategic and operational management. One of the directions of economic development of enterprises is the creation of a mechanism that would effectively ensure the interaction of the main elements of logistics activities. Marketing activities occupy a special place in logistics activities of enterprises.

The need to increase the efficiency of sales processes in terms of changing the conditions of product sales in the market explains the constant interest of domestic entrepreneurs in improving the process of selling products as an important functional component of the enterprise. Taking into account that the main purpose of sales, as a rule, is the sale of goods and services to consumers at a certain level of quality of sales service, we can state the relevance of this problem [1].

The purpose of the article is to define the concept of marketing activities and its role in the logistics of the enterprise.

Problems of the organization of sales activities were previously undertaken by such authors as M. Gordon, V. Lipchuk, V. Vlasov, D. Kostoglodov, L. Narisov, A. Semenenko, A. Hajinsky and others.

Sales activity – is one of the main activities of an enterprise, aimed at the sale of products in certain markets. Sales are a means of achieving the goals of the enterprise and the final stage of identifying the tastes and preferences of customers.

Sales activity is based on the achievement of conditions for obtaining maximum profit and the rapid implementation of manufactured goods, which requires common methodological basis in the organization of sales activities. Therefore, the planning of sales activity is very important, which determines the volume of resource requirements and their main suppliers on the basis of planned production indicators [2].

Particularly relevant today is the problem of building an effective sales management system at enterprises. The irrational regional and investment policies of the 1990s created uneven conditions for their development and, consequently, the reduction of the share of medium-sized regional enterprises and the domination of foreign capital in the general structure of joint-stock ownership of producers, which threatens the economic stability of domestic industry. Therefore, the priority task of enterprises in the industry is to create an effective marketing management system that takes into account the interests of producers. Such a system requires the solution of a number of theoretical and methodological and applied tasks associated with the economic evaluation of sales activities.

Taking into account the basic functions of product promotion, each trading company develops its own sales strategy. At the same time, the leading element of the marketing strategy is the organization of information support, which is based on marketing through the creation of appropriate information streams of secondary and primary data, obtained from both internal and external sources of information [3].

The second important element of the sales strategy is sales organization. On how well the selection of forms and methods of sale, methods of delivery of goods, technology of goods, whether information-dispatching services, computing centers, etc. will be organized, depends on the efficiency of the operation of the entire sales and distribution management system. Therefore, it is necessary in each case to carefully approach the design of this element, while weighing all possible or those that have taken place, changes in the internal and external environment.

In order to eliminate the shortcomings associated with marketing activities, it is necessary to use a strategically directed set of measures for the formation of marketing policies, and also need to apply modern methods of improving the stages of organization, planning and control of sales activities of the enterprise.

The results of scientific research in the field of improving the sales policy of enterprises indicate that in order to eliminate the problems in sales, it is necessary to identify them with the diagnostic method, which includes: assessment of sales activity, identification of insufficiently used reserves and resources, and determination of the possibilities for their improvement [4].

Summarizing numerous theoretical approaches, we state that the sales organization is an integral part of the sales activity of the enterprise. Taking into account the category of “distribution” as one of the main elements of marketing, we note that the concept of “sales” is wider than the “distribution”, and just as a subsystem of the production enterprise, “sales” covers the following components.

Improving sales activities by reducing prices to competitors and opening new car dealers will increase the efficiency of the company. Since the main goal of any enterprise is to maximize profits, sales should be given as much attention as possible.

Implementation of the proposed measures in the marketing activities of the trading company will increase the efficiency of the management of sales activities, and, therefore, the profitability of the activity as a whole and achievement of the set strategic goals.

REFERENCES

  1. Chorna L.O. Place of sales system in marketing activity of the enterprise / L.О. Chorna // Economy and the state. – 2014. – No. 12. – Pp. 61-62.

  2. Khrubovich S.E. Economic appraisal and management of sales activities of enterprises / S.Ye. Hrubovich – Lviv: University pub., 2015. – 202 p.

  3. Balabanova L.V., Kholod V.V. Strategic marketing management of enterprises’ competitiveness. - K.: Professional, 2006. – 448 p.

  4. Burtsev V.V. Internal control of sales activities of enterprises in modern conditions of management / V. Burtsev // Management in Russia and abroad. – 2007. – No. 6. – Pp. 20-25.

  5. Gavrishko N.V. Accounting and analysis of marketing and marketing activities: management aspect: diss. … PhD in Economy: 08.06.04 / Gavrishko N.V. – Ternopil, 2001. – 256 p.

  6. Krikavsky Yu.V. Formation of economic potential of enterprises on the basis of logistics: diss. … Doctor of Economy: 08.06.01 / Yu.V. Kricavsky. – Lviv, 1997. – 418 p.

Науковий керівник

старший викладач Решетняк І.О.