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The Specificity Of The Marketing Distribution Policy; Diagnostic Procedures In The Enterprise

100%

Illiashenko S., Syhyda L.

MIND Journal

2016

issue 2

1-13

In the article stages of marketing distribution policy diagnostics are defined. At the first stage, it is proposed to analyse factors of enterprise internal and external environment (gathering information about general trends in the markets and factors of micro-environment (customers, competitors, suppliers, intermediaries, contact audiences). It is approved that analysis of general trends of the market’s development give an opportunity to determine the state of the enterprise macro-environment. At the same time, it is defined that the greatest influence on the marketing distribution policy provide such internal subsystems of the enterprise, as material and production, information, social, marketing and financial. At the second stage of marketing distribution policy diagnostics, researchers propose to analyse the internal system of marketing distribution policy at the enterprise. It is determined that the effectiveness of marketing distribution policy can be defined basing on indicators that can be combined in the following groups: 1) indicators of the enterprise’s market share (the market share of the enterprise, the rate of the market share increase), 2) indicators of sales activities profitability (the rate of profit from sales increase (decrease), the rate of receivables increase (decrease), product profitability, sales profitability), 3) indicators of sales expenses efficiency (sales volume of expenses, the rate of sales expenses increase (decrease), the ratio of increase (decrease) in sales from the sales costs increase (decrease), the profitability of investment in marketing and sales), 4) indicators of inventory (inventory levels, the proportion of unsold commodities in the value of the produced commodities, the coefficient of inventory turnover) and 5) indicators of service level (the rate of complaints increase (decrease), the rate of concluded contracts number increase (decrease)). And the third stage of marketing distribution policy diagnostics, it is recommended to identify internal (e.g., lack of sales personnel evaluation system, risk of marketing channels incorrect choice, risk of distribution strategies incorrect selection, risk of sales activity costs increasing, low level of assortment renovation and others) and external (e.g., foreign risk, inflation risk, tax risk, political risk, risk of legislative changes, risk of target segment incorrect selection, high level of competitive forces influence and others) sales risks that affect or may affect marketing distribution policy.

Supply Chain Management: World’s Companies Experience

81%

Bilovodska O., Syhyda L., Saher L.

MIND Journal

2018

issue 5

1-17

The article covers the study of the biggest and strongest world companies with the best supply chains. The reason is that nowadays unique supply chain can be competitive advantage for the enterprise. Strong supply chain can help to minimize costs, reach new customers, maximize profit, etc. In the article collaboration of the supply chain and its performance drivers (production, inventory, location, transportation and information) is performed; strengths and trends that can affect supply chains in the future are defined. Based on ranking results of Gartner, Inc. 2017 supply chain leaders in the world are highlighted. In 2017 such companies as Unilever, McDonald’s, Inditex had the best supply chains, and perennial supply chain leader Amazon has become “supply chain master”. According to the supply chains’ analysis (Amazon, Inditex (brand Zara) and Unilever) it was defined that each company builds its own supply chain, which is based on specific key elements. So, for example, for Amazon the most important elements of supply chain are warehousing, products’ distribution, own logistics, own production; Zara while constructing its supply chain focuses on such key elements: combination of manufacturer and retailer functions, fast response to trends, low inventory level, environmental responsibility, products’ distribution; Unilever bases its supply chain on such elements as sustainable power utilization, environmental responsibility, strategic partnerships all across the world, own logistics, blockchain development, supply chain transparency and products’ distribution.

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2 MIND Journal

2 Syhyda L.

1 Bilovodska O.

1 Illiashenko S.

1 Saher L.

1 2018

1 2016

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The Specificity Of The Marketing Distribution Policy; Diagnostic Procedures In The Enterprise

Supply Chain Management: World’s Companies Experience