Significant changes in the marketing macro environment, such as globalization, deregulation, technological progress, increased bargaining power of buyers, the fragmentation of markets caused some changes in the organization of business and marketing practices. Today, companies operating in the market, should choose to provide value and customer satisfaction in terms of the importance of the relations arising in the course of their business activities.
The main methods of determining the prospects of the firm's strategic alternatives for accomplishing the goals are the following.
1. Making contacts with buyers through the development of research, a comprehensive analysis of the external and internal environment, identifying restrictions in the enterprise, threats and opportunities for him from the external environment.
One of the most effective tools to establish contacts with customers, creating value is marketing research.
2. The implementation of product and pricing strategies of market development proposals.
The development of market offers should be in the resource capabilities that satisfy the criteria adopted for the system efficiency.
3. Management of marketing channels by providing them with values, in particular:
- Formation of the partnership programs in supply chains,
- The creation and development of loyalty programs.
The successful creation of value requires at least successful of its provision. Companies that adhere to a holistic marketing orientation, increasingly see their business as a system of partnerships.
Products produced by the organization reach the consumer, passing cycle, during which consumers generate demand. Manufacturer, using the necessary resources available under this demand necessary goods. To move the primary product formed by the supply chain, which eventually turns around manufacturer in a multi-level supply chain consisting of many layers of suppliers (suppliers of raw materials, manufacturers of the necessary components, suppliers of assembly units) and customers (wholesalers, retailers, end-users).
The main objective of marketing channels - a long-term partnership profitable for all participants.
An important factor in the formation of the supply chain is the organization of the distribution of finished products to customers. In other words, the organization consistent resale of goods (services) in the channels of his move from the manufacturer to the end customer.
4. Promoting the value through the development and management of marketing communications.
Marketing communications should be viewed as a kind of system of information to influence consumers and their intermediaries to encourage return of certain resources in exchange for products and services as marketing should be understood as an investment process that determines the formation and maintenance of exchange relationships with clients and brokers. Marketing communications is considered to be information criterion of selection of relationships in the market and a source of communicative management.
In the implementation of communications at the forefront of communication and the feasibility of enhancing the synergy effect of the simultaneous use of several types of communications to achieve marketing goals.
5. Improving the efficiency of the marketing strategy of the enterprise development through the introduction of long-term growth strategy and the concept of holistic marketing.
For the organization of business activity in modern enterprises today is characterized by the following trends: re-engineering, outsourcing, benchmarking, partnerships with suppliers and customers, the merger, the globalization of business activity, a reduction of levels of organization, the concentration on the most profitable areas of activity and buyers, quick response to changes in the environment, the delegation of authority to encourage innovation, the integration of all the processes linking the firm and the buyer.
Successful marketing requires a holistic, effective relationship marketing, integrated marketing, internal marketing, and socially responsible marketing.
