Market research is one of the key factors in business development. Most enterprises, firms and private companies draw up an action strategy based on the results of the study. Recently, the demand for forecasting modern market trends has increased significantly. In this regard, various methods and methods of data analysis began to be developed. One of them is called marketing research of the market, to which this article will be devoted.

concept

Marketing research of the market is a process of constant and continuous collection of information about behavioral factors, demand, motivation of the subjects of market relations that operate in a certain segment, as well as its analysis.

Many people often confuse the concepts of “market research” and “market research of the market”. In the first case, as a result of the experiments, it is possible to obtain generalized data that relate not only to the market for products and services, but also to other economic segments. In the second case, the research pursues more specific goals.

Goals

Market marketing research has an important target orientation. Their main task is to find new opportunities for a particular enterprise, identify a free niche, identify competitors and develop specific recommendations for the effective implementation of a product or service. The target orientation of the research is as follows:

• Search. It consists in collecting information that will help to give a reliable assessment and forecasts.
• Descriptive. Factors to be investigated are selected in advance and their influence on general state market.
• Causal. Checking cause-and-effect relationships.
• Test. As a result of the study, the most acceptable solutions are made and tested in real conditions.
• Predictive. Summarizing all the results obtained in the course of the study, it is possible to predict the further state of the unit under study.

Tasks

Market research is a long and multi-layered process, the main task of which is to determine the possible volume of sales of goods, services and products, as well as to assess the level of demand for a particular product or service. This information is achieved by determining:

• the entire market capacity.
• Its part in a common container.
• Demand analysis. It is necessary to determine the level of consumer loyalty.
• Offer analysis, the main purpose of which is to identify competitors.
• Sales opportunities. An important task is to analyze the distribution channels for products or services.

Theory and practice

In general, the tasks of marketing research are divided into two types: methodological support of activities and market research. Methodological support consists in determining the subject and object of the study, as well as collecting data and choosing the methods of the study itself. Market conjuncture is based on determining the dynamics, properties, opportunities, prospects and patterns of development.

Methods

Market research methods refer to special techniques, operations or campaigns that are designed to theoretically and practically study the marketing environment where a certain organization operates. Market research methods are fundamental and applied. Fundamental methods show the general picture of the studied market and some individual characteristics. While applied ones examine the position of the enterprise in the selected market segment. Each method differs in the collection and processing of information. In general, techniques can work with primary or secondary information. The latter has nothing to do with the research being done here and now. It has been collected and analyzed for a long time, but it is well suited for drawing certain conclusions and forecasts.

Primary information is collected during ongoing research. Depending on the method by which data is collected, they can be divided into three types:

• Quality. Consist in the collection of practical material. That is, the research team observes what is happening, interprets and analyzes the data obtained. Qualitative methods include focus groups, in-depth interviews and protocol analysis.
• Quantitative. Surveys are usually referred to as quantitative research. They mean the use of closed-type questions and their further processing. Surveys can be conducted in a variety of ways. Most often they use telephone surveys, street, apartment, postal.
• Mixed. Mixed studies include a variety of tests and work mystery shoppers. Recently, if there is a need to bring to market New Product, use locations.

For quality

Market research and analysis is impossible without quantitative and qualitative analyses. Qualitative Methods are used to determine consumer preferences and predict behavior patterns when a new product or service is introduced to the market. For this apply:

• Focus group. This is an analytical market research that is conducted among a small group of potential consumers. The focus group leader creates a specific scenario according to which the discussion is held. The main advantage of this technique is the opportunity to study the personal opinion of each consumer. And the informal atmosphere contributes to obtaining more reliable information.

• Protocol analysis is often used for product market research. The essence of this method is that researchers simulate the process of acquiring goods (most often expensive: real estate, car, Appliances), and the consumer describes his thoughts and actions.
• An in-depth interview consists of interviewing one of the consumers. The main difference from a survey is that all questions are open, that is, a person does not choose an answer option, but talks about his attitude to a product or service. In the process of such an interview, it is easy to study the train of thought of a potential consumer, as well as determine his attitude to aspects of the material under study. Often, market research of services is carried out with the help of in-depth interviews. The only drawback of this method is the need for a highly qualified specialist who not only understands the topic, but is also a good psychologist.

For Quantity

Market research is also carried out with the help of quantitative methods, which express a certain problem with quantitative indicators. In this way, the opinion of a huge number of people is studied, which makes it possible to apply a statistical evaluation of information. Basically, quantitative methods are practiced if it becomes necessary to determine the size of the market, brand awareness, consumer attitudes, etc.

Quantitative methods are divided into:

• Mass polls. They consist in the analysis of respondents' answers to the questions of the questionnaire. Such surveys differ in the place of conducting, the method of communication (telephone, Internet, mail), the subjects (legal entities, individual entrepreneurs or experts), and the type of sample.
• Personal interviews. Unlike a mass survey, an interview provides more reliable information. The interviewer can ask the same questions as in the questionnaire, but does not offer answers.

Retail Audit

There is another effective market research technique - audit retail. This method is difficult to attribute to qualitative, quantitative or mixed, so it is often defined separately. The essence of the methodology is to evaluate the market and its products by collecting publicly available information. That is, researchers analyze pricing policy, commodity units, advertising campaigns. In a word, all aspects that reflect the characteristics of the market or its individual segment can be attributed to the audit of retail trade. Conducting market research in this way allows you to quickly identify an unoccupied niche and identify the main competitors.

Mixed methods

Mixed methodologies are based on the basic aspects of quantitative and quality ways research. These include the following methods:

• Locations. For research, a group of consumers who are not experts in the field of research is recruited. They are offered to test a certain product and answer the questionnaire along the way. This method is very expensive, but it allows you to adequately evaluate the product, its relevance and quality, which is important when introducing a new product to the market.

• Home testing. Consumers are provided with a product that they use in the natural environment for this product, that is, at home, in nature, at sea. Using the product for its intended purpose, consumers must record responses in special questionnaires.
• Mystery shopper. Marketing research of the service market has long mastered this method. It is used to determine the level of service quality. This technique allows you to assess the level of sales decline due to the subjective factors of implementers, which include rudeness and unprofessionalism.

Research stages

distortion end results directly depend on the violation of the stages of the study. This may lead to the adoption of an incorrect management strategy and development line, so it is worth considering the sequence of research:

• Problems and goals. It is necessary to identify the main research problems, and on their basis to formulate the goals pursued. Goals are exploratory, descriptive, and experimental. The former help to find the reason for the decline in sales and bring the company to a new stage of development. The latter provide the main indicators of the market or its segment. Still others show a causal relationship between the actions of the company's management and the level of sales.
• Information sources. Based on the goals, you need to choose research methods.

• Collection of information. According to the selected research methods, a collection is carried out necessary information.
• Analysis. Having received the necessary information, the researcher must analyze it, translate it into numbers and make certain forecasts or draw conclusions.
• Solution. Based on the data obtained, the company's management makes an appropriate management decision, which will lead to the development and expansion of the company.

Data analysis

All data obtained as a result of marketing research of the market must be analyzed accordingly. The essence of the analysis is to convert the information received into meaningful facts. This procedure consists of two steps:

• At the first stage, all received data is entered into a computer, checked for errors, encoded and displayed in the form of a matrix.
• The second stage consists in the statistical analysis of the obtained values. After receiving the statistical data, the researchers give their comments and recommendations. Based on all the materials, conclusions and forecasts are made

As you can see, market research is a time-consuming and costly process, but only thanks to it can companies choose the right course of development and delight consumers with the right products and services.

Faculty of Economics

Extramural

Department of Economics and Management 080109 "Accounting, analysis and audit"

Test

Subject "Marketing"

Topic: Marketing and market research

Plan

Introduction

Chapter 1. Marketing

Chapter 2 Market Research

2.1 Generalized structure of the necessary information for market analysis

2 Marketing Information

3 Marketing information market

4 Main sectors of the marketing information market

5 Procedure for conducting market research

6 Sources, collection and analysis of secondary marketing information

7 Planning and organizing the collection of primary information

8 Systematization and analysis of collected information

9 Presentation of study results

Conclusion

List of used literature

Introduction

The modern economy is characterized by the interaction of its three main subjects: the producer, the consumer and the state. Each of these participants in economic processes has specific goals, in accordance with which they build their activities. In the conditions of a market economy, for the successful work of its subjects, deep knowledge of the market and the ability to skillfully apply tools to influence the situation that is developing on it are of particular importance. The totality of such knowledge and tools form the basis of marketing.

Most companies now carry out some form of market research on a regular basis. The content of the concept of marketing is determined by the tasks facing it. From the moment of its appearance to the present day, it has changed depending on changes in the conditions of production and sale of products. Currently, marketing is a system for organizing all the activities of a company in the development, production and marketing of goods based on a comprehensive study of the market and real customer requests in order to obtain high profits. In other words modern system marketing makes the production of goods dependent on the needs of consumers.

Marketing analysis involves the definition and evaluation of the markets of the enterprise and external environment marketing in order to identify attractive opportunities, detect difficulties and weaknesses in the work of the enterprise. An effective marketing analysis is a necessary condition for the development of marketing plans, and it is also carried out in the process of their implementation.

Marketing is one of the management activities and influences the expansion of production and trade by identifying consumer needs and satisfying them. It links the possibilities of production and sale of goods and services with the aim of purchasing products by the consumer. Marketing doesn't start where production ends. On the contrary, the nature and scale of production are dictated by marketing. Effective use production capacity, new high-performance equipment and progressive technology is predetermined by marketing.

Marketing is used not only by manufacturing enterprises, but also by trade organizations, service organizations, individuals. Therefore, marketing is not some kind of universal, unified concept, on the contrary, the directions and methods of its implementation require adaptation to the type of organization, conditions and possibilities of its application.

Chapter 1. Marketing

The term marketing is used in at least three senses.

First, marketing is and should be a business philosophy. This is the ability to see the business through the eyes of customers and increase the company's profits by meeting customer needs. Ability to focus on customer needs.

Secondly, marketing is one of the main functions of a business - anticipating the desires of customers, their recognition, fulfillment and multiplication. Producing the right product at the right time in the right place.

Thirdly, the concept of marketing covers a number of ways to implement all of the above. This is advertising and sales of products, plus a huge number of promotion methods and everything related to market research and pricing.

The variety of marketing functions reflects the versatility of marketing activities, ultimately aimed at bringing the product to the sphere of consumption and meeting the needs of customers.

Functionally, marketing is a hierarchically organized system for managing market activities, regulating market processes and studying the market.

One of the basic requirements of marketing is to ensure the "transparency" of the market and the "predictability" of its development.

Without the collection of reliable information and its subsequent analysis, marketing will not be able to fully fulfill its mission, which is to meet the needs of customers. The collection of information, its interpretation, estimated and predictive calculations performed for marketing services and the management of the company on their order are commonly called marketing research.

Marketing promotes a more professional, more scientific approach to the commercial process as a whole. Now this approach is more or less successfully used in many enterprises. PE, manufacturing companies of all kinds of goods, from canned green peas to operating systems, from bicycles to jet fighters; service personnel from hotel managers to accountants; charitable societies, environmental organizations, even governments are all involved in marketing. In principle, people have always and everywhere been doing this, but the time has come, and all the accumulated knowledge has been collected and systematized in a scientific theory called marketing.

The market is the battlefield where marketing goes on the offensive. The consumer is changeable, competitors come from everywhere. The path, like sharp stones, is littered with obstacles and restrictions. Although, strictly speaking, there is no such thing as a "general market". Markets are made up of segments, by which marketers refer to groups of consumers with clearly defined general requirements. There are two types of marketers. Those who divide the market into two parts (ours and not our clients) and all the rest. You can divide the market into segments according to various criteria: geographical, socio-demographic, psychographic, behavioral, and others. The enterprise evaluates various segments and selects those to which it will act with the focus of sales on certain groups of people. The term "niche" means a very narrow segment of the market. Market segmentation is the middle ground between ideal but impractical marketing for each individual consumer and marketing for the masses. Although the requirements of people in a particular segment are not exactly the same, they are fundamentally similar.

Conclusion: Marketing is a complex system for organizing production and marketing of products, focused on meeting the needs of specific consumers and making a profit based on market research and forecasting, studying the internal and external environment of the enterprise, developing a strategy and tactics of behavior in the market with the help of marketing programs.

These programs include measures to improve the product and its range, study buyers, competitors and competition, ensure pricing policy, create demand, promote sales and advertising, optimize distribution channels and organize sales, organize technical services and expand the range of services provided.

What matters in marketing? Only results and profits matter. A good marketer is one who succeeds, whose company prospers. Marketers are judged not by their performance, but by their accomplishments. In the end, no market share (percentage of the product in the market turnover) matters. Only profitability matters.

The goal is profit, the means are any, as long as they do not clearly contradict the law, and if only the majority does not swear strongly.

Marketing is an art based on experience. There is a constant improvement of methods of influencing the consumer. Skillful manipulation of the associativity of human thinking allows you to process mass consciousness and form public opinion at the level of conditioned reflexes. The main thing is that it works. Deception, silence, misrepresentation, cunning to the point of fraud are all used in carefully thought out and measured proportions. The main thing is that it works.

Chapter 2 Market Research

For effective market activity, conducting purposeful competition It is assumed that the company needs marketing research. There are several definitions of marketing research. In the scientific literature, the broad interpretation of the term "marketing research" is most often used. According to which, the latter can be both separate and comprehensive research market and marketing activities of the firm.

The principal feature of marketing research, which distinguishes it from the collection and analysis of internal and external current information, is its targeted focus on solving a specific problem or a set of marketing problems. This purposefulness turns the collection and analysis of information into marketing research. In the first step, the marketing manager and the researcher must clearly define the problem and agree on the objectives of the research. This is due to the fact that the market can be researched by hundreds of different parameters.

If research data is to be useful, it must be directly relevant to the problem the firm is facing and needs to be addressed. Gathering information is too expensive. Therefore, an incorrect or vague definition of the problem leads to waste.

Each firm independently determines the subject and scope of marketing research based on its capabilities and needs for marketing information, so the types of marketing research conducted by different firms may be different.

The purpose of MI: Consists of information and analytical support for marketing activities at all levels:

at the Macro level - an analysis of the state of the market, patterns and trends of its development is given, an analysis of demand is carried out;

at the Micro-level - analysis and forecast of the enterprise's own capabilities, assessment of its competitiveness, state and development prospects of the market segment in which the enterprise operates are carried out.

Uncertainty reduction - more market information => less uncertainty, companies want to be more than 70% sure.

Marketing Services promise 95%, but this is nothing more than self-advertising, exaggerating their capabilities and virtues, in order to secure a job and maximize profits in their industry. You can collect 2 thousand different indicators, values ​​and coefficients, and count them up and down. With the help of statistical calculations, you can get almost any result, but many people have the delusion that any mathematical calculations are the main criterion for reliability.

Without market research, it is impossible to systematically collect, analyze and compare all the information necessary to make important decisions related to market activity, market selection, sales volume determination, forecasting and planning of market activities.

Information about the market of goods or services, dominating in relation to other types of information, determines the direction of all marketing research.

The objects of market research are trends and market development processes, including an analysis of changes in economic, scientific and technical, demographic, environmental and other factors, as well as the structure and geography of the market, its capacity, sales dynamics, the state of competition, the current situation, opportunities and risks.

The market capacity, its division into segments, the pricing system, information about the activities of competitors, consumers of goods (services), etc. are usually subject to analysis. The main results of the market research are:

forecasts of its development, assessment of market trends, identification of key success factors;

determination of the most effective ways of conducting a competitive policy in the market and the possibility of entering new markets;

implementation of market segmentation, i.e. selection of target markets and market niches.

2.1 Generalized structure of the necessary information for market analysis

Quantitative market data - market capacity - market growth - market share - demand stability market structure needs - buying motives - buying processes - attitudes towards information Competition analysis - turnover/market share - strengths and weak sides- Definable strategies - Financial assistance - Quality of management Buyer structure - Number of buyers - Types/sizes of buyers - Specific features of individual regions - Specific features of individual industries Industry structure - Number of sellers - Type of sellers - Organizations/alliances - Capacity utilization - Nature of competition Distribution structure - geographic - by distribution channels Reliability, safety - barriers to access - the possibility of the emergence of substitute products

Market research brings enormous benefits to businesses, especially when used to make important business decisions. Ideally, first conduct concrete empirical research, and then launch the production itself based on the marketing plan. In reality, conducting MI does not guarantee success and does not even increase the chances, but only reduces or increases doubts. Statistics show that nine out of ten new products are not successful with buyers. The market is littered with the corpses of unsuccessful new products with their marketing complexes.

In marketing, as in business in general, understanding is important, and knowledge and awareness are secondary.

2.2 Marketing Information

In the process of analyzing, planning, implementing and monitoring the effectiveness of marketing activities, managers require a variety of information. Marketing information allows an enterprise to:

· reduce financial risk and danger to the image of the firm;

· gain competitive advantages;

· monitor the marketing environment;

· coordinate strategy;

· evaluate the effectiveness of activities;

· reinforce the intuition of managers.

Abroad, one of the most complete and effective sources of information are databases (DB) for professionals. Access to such databases makes it possible to increase the efficiency of various studies many times over, provides an opportunity to almost instantly solve such problems as searching for potential partners and investors, studying markets for goods and services, collecting information about competitors, etc.

The most famous and fastest growing is the Internet. Through the Internet you can find articles on various areas knowledge, directories, databases, technical documentation, information about competitors, market information, macroeconomic data, market research results and much more.

2.3 Marketing information market

Most marketing research is preceded by a detailed analysis of the marketing information market in order to search for sources of information of a certain reliability and completeness of reflection of market processes.

The formation of the marketing information market began in the early 60s. Until the mid-1960s, the main suppliers in this market were news services and press agencies. Somewhat later, information services of banks, various scientific and technical societies, etc. joined this market. In the early 70s, databases formed by large information services who were closely associated with scientific, technical, academic, government agencies cooperating with them in collecting information.

At present, the information services market is a set of economic, legal and organizational relations for the sale and purchase of information services that develop between providers and consumers of information.

2.4 Main sectors of the marketing information market

The marketing information market can be roughly divided into the following main sectors:

Economic information. Operational and reference economic information and analytical economic reviews. The main form of representation is professional databases and data banks, printed reference books.

Exchange and financial information. Information about securities quotes, exchange rates, discount rates, commodity and capital markets, investments, etc. Provided by special services of the exchange and financial information, brokerage companies, banks and other firms.

Professional and scientific and technical information. Professional information for specialists (lawyers, economists, engineers, etc.), scientific and technical (abstract scientific and technical journals, description of patents, etc.), reference Information in fundamental and applied fields of science. Provided public services, various commercial organizations, research institutions. In Russia, the most important source of scientific and technical information is the All-Russian Scientific and Technical Information Center (VNTIC).

Commercial Information. Information on companies, firms, corporations, areas of their work and products, about financial condition, business relations, transactions, business news in the field of economics and business, etc. It is presented in the form of electronic databases or periodically updated printed publications.

Statistical information. Indicators calculated for the totality of companies, banks and other organizations, for certain markets, geographical and administrative territories, etc. It is provided most often by state statistical services in the form of various statistical collections, both in print and in in electronic format.

Mass and consumer information. Information intended for a wide range of users, such as information from news services and press agencies, weather information, transport schedules, etc. Mass media, telecommunications networks, various reference publications for mass use (telephone directories, hotel and restaurant directories, etc.).

Custom marketing research. Information provided by firms that carry out marketing research on behalf of clients. Marketing research is usually carried out by special commercial firms.

2.5 Procedure for conducting marketing research

Despite the variety of types of marketing research conducted by firms, they are based on a common methodology that determines the order in which they are carried out.

The process of conducting marketing research in the general case consists of 5 main stages:

Identification of problems and formulation of research objectives.

Selection of sources, collection and analysis of secondary marketing information.

Planning and organizing the collection of primary information.

Systematization and analysis of the collected information.

Presentation of the results of the study.

1. Identification of problems and formulation of research objectives.

Identification of problems and formulation of research objectives is rightfully considered the most important stage of research. A correctly identified problem and a well-defined goal of marketing research are the key to its successful implementation. It should be emphasized that the success of the research group in this stage largely depends on her ability to involve the management and specialists of the company in this work.

2.6 Sources, collection and analysis of secondary marketing information

marketing market planning gathering information

The main and most important source of internal secondary information for most firms is a computer, the information base of which includes all significant data reflecting various functions management of the company's activities (organization of production, purchase, sale, personnel management, financial, marketing activities and etc.). External sources of secondary information include:

· materials of a legislative and instructive nature published by government agencies, including federal and local ones (for example, bulletins of the property fund, bulletins of the state tax inspection, etc.);

· reports and reports from commercial research centers;

· publications of non-profit research organizations (for example, departments of academies of sciences, universities, institutes, materials of conferences, seminars, etc.);

· publications of trade and industry associations, including marketing associations for certain types of products (for example, an association of commodity producers, an association of advertisers, etc.);

· magazines on various goods and technologies;

Newspapers

It should be noted that the process of analyzing secondary information can lead to clarification, and sometimes to a significant adjustment of the previously formulated problem and research objectives, which indicates the iterative nature of the marketing research process.

2.7 Planning and organizing the collection of primary information

Planning and organizing the collection of primary information is rightfully considered the most time-consuming stage in the process of conducting marketing research, Determining the object of research.

Determination of the sample structure.

Determining the sample size.

A clear definition of the object of study -- necessary condition its successful implementation. In some cases, most notably when the subject of the study is end-users or distribution channels and this is the first time the study is being conducted, a precise definition of the subject of the study may require special study.

For example, if the object of study is the firm's target market, then its determination may require research work market segmentation and selection of target segments. Having determined the object of research, you can proceed to the next procedure (the choice of data collection method, research tool and method of communication with the audience).

The larger the sample size, the higher its accuracy and the greater the cost of conducting the study.

The significance of the procedure for choosing the method of collecting primary information and research tools lies in the fact that the results of this choice determine both the reliability and accuracy of the information to be collected, as well as the duration and high cost of its collection.

There are four main methods for collecting primary information:

a) observation;

b) experiment;

c) imitation;

2.8 Systematization and analysis of the collected information

The systematization of primary information usually consists in the classification of answer options, their coding and presentation in a form convenient for analysis (most often in a tabular form).

Information analysis consists in the evaluation of already systematized information, as a rule, using statistical methods. Researchers, after all, are paid to understand various statistical factors, know what to do with regression analysis and with thirty-six, or even forty-three other statistical methods.

These days, making a decision requires costly research plus a ton of statistical and raw data. The correctness of the decision largely depends on who and how processes this data. The process has become more expensive and time consuming. Sorting through a bunch of numbers, reports, graphs and preliminary estimates, and then taking into account all this information, sometimes it is not easy to make a decision.

For example, when these most expensive studies will lead to a result that somewhere is consistent with the course of action planned by the company's management, and somewhere goes against it. In this case, everything depends on data processing.

Successful research requires close contact between the research team and the company's management (or its representative) at all stages of marketing research. This will allow researchers to more clearly focus their efforts on the problems facing the company and avoid unexpected differences of position with the company's management on various issues at the last stage of the study, and the company's management to better understand the research results and make sure they are correct and objective.

In other words, before researchers submit reports, it is necessary to discuss the findings and what kind of report they would like to have. After that, because they have a head on their shoulders, they will make the most wonderful report in the world.

2.9 Presentation of study results

The final results of the analysis often come in the form of recommendations, which are proposals based on assessments of the data collected about the firm's future actions.

As a rule, the report on the results of the study is prepared in two versions: detailed and abbreviated.

The abbreviated version of the report is intended for company executives and contains a detailed presentation of the main results of the study, conclusions and recommendations. At the same time, it is not burdened with information of a technical and methodological nature, primary documents and so on.

Many prefer graphs to tables and columns of numbers - so a good marketer will draw graphs.

When the results of the research match perfectly with the plans of the company, it is enough for him to refer to the section and paragraph of the detailed version of the report and it is desirable to mention authoritative sources of data used in the study.

The detailed version is a fully documented report of a technical nature intended for the marketing department of the firm.

It also happens that the problem faced by the client company is actually very simple and everything is clear at a glance. Recommendations are on the surface. That is, no abstruse things are needed. But will the client pay for such simple and self-evident recommendations? Most likely, he will be dissatisfied, which is unacceptable in marketing. So we need to issue these recommendations in a very scientific form and in an 80-page report:

As a result of a multivariate analysis of the financial flows of company X, it was found that from the point of view of the analysis of Mark chains (for first-in, first-out processes), information overload creates destructiveness in the needs of consumers from the first niche of segment Y and minimizes the possibility of brand positioning in the niche of the premium segment Z To solve this problem, it is proposed to implement a set of programs "0" according to the plan:

... 40 pages on this topic, in the same vein.

…total amount costs according to preliminary estimates is 158 thousand dollars. Charts of financial flows after the implementation of the program are attached ...

There is an alternative solution to this problem, its implementation will require less investment, but there is a certain amount of risk that the results will not be as effective as in the first option.

Powdered by paragraphs 1 and 2, the client's brains will gladly accept the "simplified" version and pay the price in order to get rid of the prospects of the "0" program.

The purpose of the survey.

For whom and by whom it was carried out.

General description of the population covered by the survey.

The size and nature of the sample, as well as a description of the weighted sampling methods used.

The time of the survey.

The survey method used.

Adequate characterization of the persons who conducted the survey and all control methods used.

A copy of the questionnaire.

Actual results.

Base rates used to calculate interest.

Geographical distribution of surveys conducted.

Conclusion

Marketing in an enterprise operating in any type of market has one integral part - marketing research. The process of conducting marketing research is a series of sequential logical actions aimed at obtaining and processing the information necessary to make a certain decision.

As for the main purpose of conducting marketing research, it is to determine the state and development trends of the market situation at a certain point in time. The tasks arising from it can be grouped into two groups: those related to the goals of a particular study, and those related to the methodology of its implementation. The first group includes: analysis of changes, patterns and trends in the development of market conditions, its potential. As for the second group of tasks, these are the definitions of the object and subject under study, research methods, etc.

If we talk about the principles of conducting marketing research, then they themselves are extremely simple: objectivity, accuracy, thoroughness. But following them is extremely important to obtain the correct reliable results of the study.

The success of marketing research is determined not only by who and by what methods they carry out, but to an even greater extent by binding to the real objects of marketing activity: specific manufacturers, goods, markets, consumers. Abstract studies, torn off from the real market reality, are not capable of leading to success, they simply will not find practical application.

List of used literature

1. Goldstein G.Ya., Kataev A.V. Marketing / G.Ya. Goldshtein, A.V. Kataev. - M: KNORUS, 2005. - 83 p.

2. Golubkov E.P. Marketing research: theory, practice and methodology / E.P. Golubkov. - M: Finpress, 2004. - 464 p.

Kotler, Philip, Gary, Saunders, Wong Fundamentals of Marketing / Kotler [and others]. - per. from English. - 2nd ed. - M: VELBY, 2000. - 521 p.

Machado R. Marketing for small businesses / R. Michado. - St. Petersburg: Peter, 1998. - 288s.

Moroz Yu. Marketing? There is nothing easier. Series "Business Psychology" / Yu. Moroz. - Rostov-on-Don: Phoenix, 2004. -192p.

Basics entrepreneurial activity: account. allowance / Ed. V.M. Vlasova - M.: Finance and statistics, 1997. - 528 p.

Romanova A.N. Marketing / A.N. Romanova. - M: Delo, 2000. - 78 p.

Utkina E. A "Marketing", Moscow 2002 - 23 p.

Forsyth P. The naked truth about marketing / P. Forsyth. - M: FAIR-PRESS, 2004.-176 p.

Khrutsky V.E., Korneeva I.V. Modern marketing: Handbook for market research: textbook. allowance / V.E. Khrutsky, I.V. Korneev - 3rd ed., revised. and additional - M: Finance and statistics, 2005. - 560 p.: ill.

Evans J.R., Berman B. Marketing / D.R. Evans, B. Berman. - M: Economics, 1993. - 355 p.

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Justification of the marketing program depending on the demand for products and the type of marketing

Introduction

2.2. Construction and justification of the program

Section 3. Development of an action plan for individual elements of the marketing mix and definition necessary resources for each of the elements

3.1. Product development, including research and production organization

3.2. Bringing the goods to the consumer and after-sales service

3.3. Production costs and price

3.4. Promotion program

Section 4. Planning the implementation of the marketing program

4.1. Accounting, analysis and control over the implementation of the program

4.2. Personnel, distribution of responsibility, remuneration and incentives

4.3. Required amount of funding and sources of coverage

Conclusions and offers

List of sources used

Applications

Application No. 1

Application No. 2

Application No. 3

Application No. 4

Application No. 5

Application No. 6

Application No. 7

Introduction

The essence and content of marketing activities reflect the objective conditions for the development of the market, which today to a certain extent loses its chaos and falls under the regulatory influence of pre-established economic relations, where a special role is assigned to the consumer. The consumer puts forward his requirements for the product, its technical and economic characteristics, quantity, delivery time, and thus creates the preconditions for the distribution of the market among manufacturers. At the same time, the importance of competition, the struggle for the consumer, increases. All this forces manufacturers to carefully study the needs of potential consumers and the market, which places high demands on the quality and competitiveness of manufactured products.

IN modern form marketing is closely related to the management of the commodity market and commodity flows; service market management; capital market management; labor market management; knowledge market management; political market management. Such communication is provided, first of all, due to the study of the needs and opportunities of the respective markets, as well as the competent use by economic (political) structures of the resulting data bank. Marketing as a market-oriented management system that includes an arsenal of the latest techniques and research methods can function most effectively under such conditions as:

1) deep saturation of the market with goods, the excess of supply over demand;

2) high level competition of commodity producers for the attention of buyers;

3) free market relations (within the framework of the current legislation), characterized by the ability to choose sales and supply markets without strict administrative restrictions, set prices for manufactured products, conduct commercial activity etc.;

4) the independence of enterprises in determining the goals of their activities, the formation of internal management structures, spending available and borrowed funds, etc.

The first two conditions are imperative, determining the very possibility and necessity of marketing. The remaining conditions ensure the effectiveness of the implementation of the marketing policy at the enterprise. Without these conditions, the firm will not be able to respond flexibly to today's highly volatile and dynamic market. At the same time, it should be emphasized that there is no universal form for organizing work based on marketing, just as there is no single scheme for constructing marketing work. The forms and content of such activities may vary depending on the nature of the economic activity of the organization and the external conditions in which it takes place.

It is quite natural that marketing, as well as its program, in agricultural production (recently, the name “agromarketing” has been assigned to this area) has its own industry-specific features, which we will dwell on in the course of work.

As for the objectives of this course work, they are formulated as follows: to show the example of an agricultural firm the ability to build a marketing program and organize control over its implementation.

To achieve the goal set in the work, it is necessary to solve three main tasks:

1) Determine the goals of the program;

2) Develop the program itself;

3) Plan its implementation.

Conclusions and proposals will be formulated based on the results of market research and the place of the product offered by the agricultural company. Analysis of the market and marketing situation is carried out on the basis of open information and developments of domestic and foreign scientists in the field of agricultural marketing.

According to a number of domestic scientists and practitioners, there is now an urgent need to create vertically integrated associations in agriculture. The most effective, in their opinion, is the association of agricultural enterprises with processing enterprises and trade organizations, i.e. creation of associations representing vicious circle: product manufacturing Agriculture, its processing and implementation final product. The creation of an agricultural holding corresponds to this direction of integration. Our study is devoted to a slightly different program, when on the basis of an agricultural enterprise with an extensive retail sales network, an agricultural enterprise of a closed or full cycle is created, including the cultivation, fattening of livestock, its further processing and sale.

Section 1. Brief description of the enterprise

Closed Joint-Stock Company Agrofirma Voskhod was established in 2003 on the basis of the bankrupt agricultural enterprise LLC Voskhod, which itself arose from the state farm Voskhod, which collapsed in 1998 in the Pskov region. The company specializes in the cultivation of meat and dairy cattle for the subsequent sale of beef meat to the Pskov City Meat Processing Plant and through an extensive retail network covering seven districts of the region.

The company employs 68 people, including 14 people with higher professional education in the field of various specialties related to agricultural production. Training of mid-level personnel on the latest agribusiness techniques and technologies related to the production of meat, milk and semi-finished products from them has been organized. The company has a herd of 1200 cows of the Kholmogory breed and 400 cows of the French breed. The farm owns 400 hectares of arable land and about 50 hectares of water meadows.

At the expense of own and borrowed funds, it is planned to expand production in the direction of beef meat processing and the manufacture of canned beef stew with seasonings, which are in demand among the population of the Pskov region, over the course of 5 years. Conducted in 2007 with the help of the Novgorod enterprise Myasnoy Dvor, the experiment convinced the management of CJSC Agrofirma Voskhod that the chosen path was correct. Surveys conducted among buyers of experimental products showed that buyers are willing to purchase a domestic product of the meat industry, especially a local one, which is distinguished by both a more affordable price and high taste, moreover, more familiar to Russians than similar foreign samples.

Section 2. Determining the goals of the program and justifying their effectiveness

A marketing program is a system of interrelated tasks and targeted activities that determine the actions of an enterprise for a given period of time for all marketing blocks. Programs make it possible to determine the optimal structure of production, oriented towards obtaining the desired level of profit, allow predicting alternative actions for favorable, medium and unfavorable market conditions and the external environment, as well as specific measures aimed at the phased implementation of the goals and strategies of the enterprise, create an information base for operational management decisions, to control the effectiveness of measures of strategy and tactics.

2.1. Results of product demand analysis

According to the latest capacity Russian market of canned meat increases by an average of 5-10% per year. Even all enterprises in the industry are not able to increase their output so quickly, so every year it is necessary to replace the shortage of supply in this market with imports. The way out is seen in the accelerated establishment of production at agricultural enterprises specializing in the production of meat and semi-finished meat products having sufficient technological base for this.

The main share of the canned meat market is made up of canned beef (49%) and pork (25%). According to many quality indicators, stewed beef is the most acceptable and familiar to the Russian consumer. Recently, the assortment of canned meat has been expanding due to new types.

The volume of sales of canned meat from beef is 3%, from pork - 2%, meat and vegetable canned food - 4-5%, a group of pates - 10%, canned poultry meat - 15%. The growth of canned pork is progressing and in the coming years it will be 1.5 - 2%.

According to experts' forecasts, in the near future, sales of beef stew with protein supplements are most likely to decrease.

The market for meat and vegetable canned food in the coming years may increase by an average of 3-4% per year. This segment of the market, as experts note, can develop more dynamically if the industry launches the production of canned food of new types, which will include non-traditional ingredients.

The first task of choosing methods for conducting marketing research, which is the initial stage in developing a marketing research plan, is to familiarize yourself with the individual methods that can be used at its individual stages. Then, taking into account the resource capabilities, the most appropriate set of these methods is selected.

Table 1 - Content and methods of conducting certain types marketing research

Direction research	Purpose of research	Methods
Market size	Show the limits of the expansion of the organization's activities in the market. Determine the limiting possible values ​​​​of the growth of market potential	Desk research based on government data and press publications. Studying the shopping habits of consumers. Determining the size of competition. Conducting conversations with key "players" of a particular market in order to obtain complete information about the market
Market share	Find a competitive position	Summarizing customer survey data. Studying the data on the turnover of each company operating in a particular area. The use of some other indirect measures of the value of turnover, such as the number of employees engaged in certain activities. Conversation with key "players" of a certain market
Market Dynamics	Define sales policy On the market	Review of statistical data, to some extent characterizing this market. Analysis of changes in the turnover of competing companies. Interviewing users, distributors and suppliers of this market. Conversation with industry experts who have information about this market
Merchandise channels	Identify the most effective means of bringing the product to market	Interviewing users/customers to determine where they buy products and why they chose this distribution channel. Interviewing distributors to determine the size of their purchases and to whom they sell products. Obtaining data on competing companies in order to determine the volume of their direct sales and sales through distributors
Buying decisions	Find out how the decision to purchase this product was made. To understand who to direct marketing activities to	Interviewing buyers and resellers to determine their level of brand awareness and attitude towards it, as well as to prioritize their attitude towards price, quality, product availability and level of service. Monitoring the impact of price changes and product promotion tools on the value of its sales volume
	Determine competitive prices. This information is necessary to determine the level of profitability of this market	Obtaining list prices (if they are published). Interviewing end users to determine if they were offered price discounts. Obtaining information about prices on the shelves in stores, in advertising agencies, based on special experiments
Product promotion	Establish how products are promoted in a given market by various suppliers and how well known the products themselves are to the market.	Viewing magazines, TV programs, advertising posters, visiting exhibitions, etc. Identification of buyers and intermediaries, where they received information about the product. Finding out how much other companies are spending on product promotion, either by surveying them, or by calculations, or from publications

When conducting marketing research, two main groups of methods are used to collect information: methods of desk research and the method of extra-cabinet (or field) research, as well as combined methods (Fig. 3.1).

Figure 1 - Methods of marketing research

1) Methods of desk research.

Desk research methods involve the collection of secondary information that is not obtained from the primary source (consumer or buyer) and not prepared for solving problems related directly to the goals of this marketing research.

Secondary data can be obtained from information sources such as:

• - publications of a general economic orientation (newspapers "Economics and Life", "Financial Newspaper", periodicals "Kommersant", "Financial News", etc.;
• - daily newspapers, newspapers of free announcements;
• - electronic media (television, radio);
• - publications of the Chamber of Commerce and Industry;
• - publications of specialized economic and marketing organizations;
• - Internet;
• - outdoor advertising.

Secondary information, although not focused on the objectives of this marketing research, is relatively cheap, objective, content quality and ease of collection. But at the same time, it does not provide a competitive advantage, since it is available to all participants. market relations and is characterized by outdated and late data.

However, secondary studies are still underestimated. They are often "instructed" only to confirm the data collected using primary methods. However, when correct application desk research can make a significant contribution to the basic information for market analysis. The depth and quality of information available varies greatly by market sector and country, but you can expect to find results on:

• - the size and growth of the population, structured by geographical and demographic groups;
• - available goods and their characteristics;
• - release of new goods;
• - sources of supply;
• - new contracts and good buyers for large contracts;
• - list of prices;
• - new market participants;
• - financial indicators suppliers.

Much of the printed information is available free of charge or at a very low cost. The main disadvantage is that the information is broken into small fragments and the data collection process can take a long time.

2) Field research methods.

Methods of extra-cabinet (field) research involve the collection of primary information obtained directly from market participants. They can be directed to all respondents with useful information. Among them:

• - clients;
• - distributors - retail, wholesale and specialized;
• - product specification specialists and consultants;
• - suppliers;

Primary information is collected in accordance with the objectives of this marketing research, its content is timely and, as a rule, confidential, which creates certain competitive advantages for the company carrying it out. But the collection of primary information is associated with significant costs, vulnerable to subjectivity and possible errors unprofessionalism. Field research methods are divided into:

• 1) survey (interview);
• 2) observation;
• 3) experiment;
• 4) imitation;
• 5) electronic data collection;
• 6) research conducted via the Internet, etc.
• 1) Poll. For field research in the form of a survey, it is extremely important to choose the object of research and draw up questionnaire, questionnaires. When choosing, it is necessary to determine who it is more expedient to interview, how many and how it is better to select the interviewed representatives - respondents. The survey can be conducted in a variety of locations, most commonly outdoors, at home, at work, or at a location related to the research topic. Live contact between the interviewer and the respondent allows not only to collect data, but also to check the answers and enter additional questions to see the reaction to something unexpected and unusual.

Questionnaire, or questionnaire, is a list of questions to which the respondent must provide answers.

Large-scale quantitative surveys tend to use short, highly structured questionnaires that are amenable to machine analysis. A questionnaire often includes one or more types of questions:

• - dichotomous questions (yes/no);
• - a multivariate question, implying the choice of an answer from a variety of options (a list of possible answers is given);
• - semantic scale (based on such ratings as excellent, average, poor);
• - scale questions (importance scale, rating scales or Lakert scale);
• - "open questions".

The survey involves the systematic collection of information from the interviewees in person, as well as by phone or mail. The most accurate and universal survey method that reduces the degree of uncertainty is personal interviewing. However, this is an expensive way to study the market, it takes a lot of time and requires a highly skilled interviewer. Respondents are usually given a reward for participating in an interview: a small amount of money, a gift, or a discount from the price of the goods sold.

Telephone surveys are relatively inexpensive and limited in time. However, not all buyers have a phone. In addition, it is usually necessary to clarify the details of the person being interviewed, and the interview itself should be short and not include particularly personal questions, etc. In addition, many, being at home, are not disposed to answer the questions of the researcher. For business research, the telephone survey may be the most appropriate method, as it does not take up much of the respondents' time.

Polling by mail is the cheapest of these methods. Here, the influence of the interviewer is eliminated, its disadvantages are the low percentage of returned questionnaires (if about 12-14% of the completed questionnaires are returned, then this is considered a success) and the delay in responses, as well as the participation of not those persons that the researcher expected.

• 2) Observation. Observation as a method of researching the market and consumer motivations means directly studying and fixing the behavior of buyers, as a rule, in real situations. It involves collecting information about buyers during purchases, their reactions to the purchased product, etc. In order not to affect the naturalness of the behavior of the buyer, specialist observers conduct surveillance by a covert method, use special cameras, a system of mirrors and other technical means.
• 3) Experiment. As a rule, it assumes the presence of two comparable groups of research segments: trial (experimental) and control. It can be two cities, two shops, two goods, etc. or two specially selected test groups of consumers, one of which will serve as a control, and the other as the object of the experiment. The purpose of such a study is to determine cause-and-effect relationships by screening out conflicting explanations for observational results. When experimenting in a trial segment, one or more market impact factors are changed and then the results are analyzed in comparison with the data of the control segment, where no intervention was implemented.

The main disadvantage of this method is the need for significant costs and complexity, and in some cases the impossibility of controlling all the factors that may affect the marketing activities of the company. In addition, this method includes a certain artificiality of conditions.

• 4) Testing. Testing (measurements) can be direct (in real conditions) and intermediate (in laboratory conditions), preliminary and post factum. Preliminary measurements are carried out at the stage of developing a new product, new strategy, a new method of sales, etc., while post factum measurements are already carried out in real market conditions, when selling a developed product, implementing a developed marketing strategy, etc. Testing involves the physical installation of the product in trading floor or next to it. Respondents fill the room, try the product and write down their impressions.
• 5) Imitation. The simulation method is a kind of experiment in the laboratory. First, a model of controllable and uncontrollable factors that the firm faces is built. Their various combinations are then programmed into a computer program to determine the impact on the overall marketing strategy. Simulation does not require the cooperation of consumers and can take into account many interrelated factors. At the same time, it is complex, difficult to apply and strongly depends on the assumptions underlying the model.
• 6) Electronic data collection. With the spread of computers and information technologies place in the market is firmly occupied by electronic data collection. The main form of research automation is the computerization of telephone surveys, personal interviews, or research conducted by the respondents themselves. The prices for these data collection methods are relatively high, so they are used only in large-scale studies. They are also less effective for those studies in which most of the questions require the introduction of a huge number of verbal comments and remain unanswered.
• 7) Research conducted via the Internet. No traditional library compares to the Internet as a data mart or an efficient and cheap means of collecting information on any topic from anywhere in the world. The reasons why the Internet will inevitably attract researchers to conduct surveys is that it has the potential to reduce research costs and speed up the data collection process while improving the quality of surveys. The Internet cannot yet satisfy all the needs of researchers, but it nevertheless offers a number of advantages, some of which are unique. In general, they can be presented as: global coverage, cost savings, low cost, interaction, speed, access to a wide range of sources, the ability to include sound and stationary or moving images, convenience.

Currently, the Internet is used for secondary and sometimes primary research in the form of electronic surveys, Internet questionnaires and Internet focus groups.

• 8) Consumer dashboard reports. To study the structure and volume market demand consumer goods and for other purposes of marketing research resort to the constant cooperation of specially selected families - typical consumers of this product. With the help of consumer panels, you can more accurately classify the types of consumers of these goods, establish the amount of goods consumed by each consumer group, and project the resulting data to the entire market.
• 9) Method of expert assessments. This method involves the evaluation of certain marketing factors and activities by experts qualified in the field. Sometimes the users themselves can act as experts.

Hello! In this article we will talk about such an important component of the marketing activities of an enterprise as marketing analysis.

Today you will learn:

• What is a marketing analysis of an enterprise;
• What are the stages marketing analysis organizations;
• What are the methods and types of marketing analysis of the company;
• How to apply marketing analysis by example.

What is marketing analysis

Any activity begins with planning. Planning, in turn, begins with analysis. The marketing activity of the enterprise is fully subject to these rules. Marketing analysis allows you to identify problems and find ways to solve them, provides basic information for making decisions regarding the marketing complex.

Without a well-conducted marketing analysis, you run the risk of encountering the following problems:

• Get a product that will not be in demand;
• Meet insurmountable "barriers" when entering the market and when selling products;
• Face overwhelming for you;
• Choose the wrong market segment and product positioning;
• Make wrong decisions on each of the elements.

This is only a small part of the problems that await you if you neglect the marketing analysis of the enterprise.

Marketing analysis of the company – analysis of information obtained as a result of a variety of marketing research to make decisions regarding the marketing mix and the company's behavior in a competitive market.

Marketing research - activities for the systematic collection of information necessary for making marketing decisions.

Marketing research is divided into "field" and "desk".

Field marketing research involves the collection of primary information using one of the following methods:

• Observation of the object of study. You can observe consumers in retail outlets, you can evaluate the display of goods and much more;
• Experiment. For example, changing the price of a product in only one point of sale in order to analyze the elasticity of demand. It is used to determine the influence of any factor on the purchase.
• Interviewing. This includes various surveys (telephone, Internet, mail).

Desk research involves examining existing data. Sources can be both internal information (accounting data, databases, reports, plans) and external information (statistical data, data from marketing, production and trade associations, databases of independent organizations).

The main stages of the marketing analysis of the company

Marketing research and marketing analysis are inextricably linked.

It is possible to represent any analytical marketing activity of an enterprise in the form of four stages of marketing analysis:

1. Marketing research planning. This stage includes setting goals for marketing research, determining the type of research, determining the audience or sources of information, determining the place of research, preparing tools for conducting research, designating deadlines and budgeting;
2. Collection of information. At this stage, there is a direct collection of information;
3. Analysis of the collected information;
4. Interpreting the received data into a report.

When conducting a full marketing analysis of a company, it is necessary to obtain and process information about the internal environment of the organization, the external environment of the organization and the meso-environment of the organization. When analyzing each of the environments, the specialist must go through the stages of marketing analysis described above.

Let's look at what methods and marketing analysis tools are used in the marketing analysis of each environment.

Types and methods of marketing analysis

There are four types of marketing analysis:

• Marketing analysis of the external environment of the organization;
• Marketing analysis of the meso-environment of the company;
• Analysis of the internal marketing environment of the enterprise;
• Portfolio analysis.

We will consider the methods of marketing analysis in the context of the type of marketing analysis in which they are applied. Let's start with an analysis of the external environment of the organization.

Methods for analyzing the external environment of the organization

External environment of the organization - the realities in which the organization operates.

The organization cannot change the external environment (but there are exceptions, for example, oil enterprises).

When analyzing the external environment of the organization, it is necessary to assess the attractiveness of the market. To assess the attractiveness of the market, it is effective to use such a method of marketing analysis as PESTEL-analysis.

Each letter in the name of the PESTEL analysis denotes an environmental factor that can either have a strong influence on the organization or not at all. Let's consider each factor.

P– Political factor. The influence of the political factor is assessed by answering the following questions:

• Is the political situation in the country stable? How does the political situation affect?
• What impact does the tax law have on your business?
• How does social politics states on your business?
• How does state regulation to your business?

E– Economic factor external environment. His assessment involves answering the following questions:

• How does the level of development of the country's GDP affect your business?
• How is the general economic situation affecting your business? (economic growth, stagnation, recession or economic crisis)
• How does inflation affect your business?
• How do exchange rates affect your business?
• How does per capita income affect your business?

S– Sociocultural factor requires answers to the following questions:

• How does demographics affect your business?
• How does the lifestyle of citizens affect your business?
• How does the attitude of citizens to leisure and work affect your business?
• How does the social distribution of income between family members affect your business?

T – Technological factor and questions for its analysis:

• What is the impact of government spending on research in your field?
• How does the technological development of the industry affect your business?

E– Environmental factor requires answers to the following questions:

• How does environmental legislation affect your business?
• How does the volume of extracted natural resources affect your business? (consider those Natural resources that are used in your business)
• How does the quality of extracted natural resources affect your business? (consider the natural resources your business uses)

L- Legal factor and questions to analyze its impact on your business:

• How does this or that law affect your business? (it is desirable to identify those laws that regulate activities in your market).

We recommend that you answer these questions using a scale of -3 to 3, where "-3" has a strong negative impact on the organization, "-2" has a moderate negative impact on the organization, and "-1" has a slight negative impact on the organization. organization, "0" - no impact, "1" - has a weak positive impact on the organization, "2" - has an average positive impact on the organization, "3" - has a strong positive impact on the organization.

As a result, you will get the total impact for each factor. Factors with a positive result have a favorable effect, with a negative – negative. If any factor has a very strong Negative influence, it is necessary to think about the feasibility of doing business in this area.

Methods for analyzing the mesoenvironment of an organization

The meso-environment of the organization is represented by external factors that have a direct impact on the activities of the organization. The analysis of the meso-environment is aimed at assessing the attractiveness of the market and the level of competition in the market, determining the overall consumer demand.

The tool that most fully reflects the factors influencing the mesoenvironment was invented by Mike Porter and is called the 5 Forces of Competition Model.

Porter's 5 forces model of competition consists of five blocks. Each block is a separate factor in the impact of a competitive market on your organization.

The central block is “Competitive Environment”. This block contains all the current market players - you and your direct competitors.

You need to define the following competitive environment parameters:

• Major players and their market shares;
• Number of players;
• Level of market development;
• Strengths and weaknesses of your closest competitors;
• Information about the costs of your competitors for various items of expenditure (production, marketing, and so on).

The second block is "The Threat of New Players."

It is represented by the following options:

• Existing market entry barriers (patents, licenses, government regulation, and so on);
• Required initial capital;
• Necessary costs for product differentiation;
• Access to distribution channels;
• Experience of existing companies on the market (the more experience, the less the threat of new players);
• Existing barriers to exit from the market (forfeit, liability to suppliers and consumers).

Third block - "Substitute Goods". Such companies are not your direct competitors, however, with high elasticity of demand, they can pose a big threat.

The parameters for assessing this factor are as follows:

• Degree of consumer loyalty to your product;
• The difference in price between your product and substitute products;
• The level of professionalism of consumers (the more professional the consumer, the weaker the parameter affects);
• The cost of switching to a substitute product.

The fourth block "The Power of Buyers in the Market" which lies in the ability of buyers to dictate their terms of cooperation.

This factor is represented by the following parameters:

• The number of buyers in the market (the fewer buyers, the greater their strength);
• The volume of product purchases by one consumer (the larger the purchase volume, the higher the impact);
• The presence of buyers' unions;
• Width of product choice (the greater the choice, the greater the power of influence).

The fifth block is presented the power of suppliers in the market.

The parameters for assessing this factor will be as follows:

• The degree of complexity of the transition from one supplier to another;
• The volume of purchases from one supplier;
• Availability of companies to replace existing suppliers;
• The degree to which the quality of raw materials affects your business.

Write down the data you have for each parameter, analyze the information and give points from “-3” to “3”, depending on the degree of influence of each parameter. The extreme values ​​"-3" and "3" indicate a strong threat and a positive impact of the parameter, respectively, "0" means that the parameter does not affect your business. The total value of the factor will allow you to see the most "dangerous" factors, the influence of which must be neutralized in the near future.

Analysis of the organization's microenvironment

Analysis of the microenvironment of the organization is carried out to identify the strengths and weaknesses of your business. For this purpose, such an analysis tool as "Chain of Values".

The value chain displays all business processes that are implemented in the organization. Business processes are divided into main (during which production and distribution of products take place) and auxiliary (which provide the main activity with everything necessary).

We will not dwell on this model in detail, since it is quite simple. Let's depict it in the form of a table, where we denote all the business processes that need to be evaluated. The rows indicate auxiliary business processes, the columns - the main ones.

Supply of auxiliary products and resources that are not related to the main production (for example, soap in the office)
Research and Development (R&D)
Organizational Structure Management
Human resource management
Incoming logistics (raw materials, materials, equipment)	Primary production	Outbound Logistics - Product Distribution System	Marketing and Sales	After-sales service and maintenance

Assess every business process in your organization and you'll see where your product's key value is produced and what makes your product special. Those business processes that bring great value to your product are the most developed and have a positive impact on competitiveness - the strengths of your organization, the rest are weak.

Interim Analysis

SWOT -analysis represented by a combination of environmental factors of the organization (direct and indirect impact). SWOT-analysis is a matrix, the opportunities and threats of the external environment are displayed vertically, and the strengths and weaknesses of the organization itself are displayed horizontally. We will depict it for greater comfort.

		Strengths			Weak sides
		1	2	3	1	2
Possibilities	1
	2
	3
Threats	1
	2
	3
	4

We received opportunities and threats as a result of PESTEL analysis, and weaknesses and strengths - as a result of using the Porter's 5 Forces of Competition and Value Chain models, we write them out in columns and rows.

As a result, at the intersection of external and internal environment factors, we must write the following solutions:

• Intersection of strengths with opportunities: how strengths can be used to achieve opportunities;
• Intersection of strengths with threats: how can we use strengths to neutralize threats;
• Intersection of weaknesses and opportunities: how to overcome weaknesses using opportunities;
• The intersection of weaknesses and threats: how to minimize the impact of threats.

Business Portfolio Analysis

After we have researched the market and the company, we can evaluate the various lines of business of the organization or, more simply, the products it produces.

On this moment there are a fairly large number of different methods of portfolio analysis analysis, but the simplest and most popular of them - matrix BCG . Let's immediately visualize this tool.

		Relative market share
		high	Low
Market Growth Rate	High	"Star"– products with high sales growth rates and a large market share. At the same time, it requires large investments, which makes the profit from the product negligible.	"A dark horse"– products with a small market share, but high sales growth rates. Strategy – investment or disposal
	Low	"Milch cow". Such products have a large market share and high profits, but have low sales growth rates. Strategy - redirect funds received from "cows" to other business units	"Dog"- products with low sales growth, small market share, low profits. The strategy is getting rid

Thus, we identified the most promising products in the range and chose a strategy for each of them.

The second component of portfolio analysis is staging life cycle each product range . This analysis allows you to select a product marketing strategy and eliminate unprofitable products.

Most often there are four stages:

• Product birth or market entry. These products are new to the market, have consistently positive sales growth rates, but either have no profit or have a negative profit. As a rule, such a product has few competitors;
• Height. Products at this stage of the life cycle have the highest sales growth rates, but almost no profit. The competition at this stage is quite high;
• Maturity. The phase of the life cycle, when sales growth rates are falling, and profits and the level of competition in the market reach their maximum values;
• recession. Sales growth rates are approaching zero, profits are declining, and there are practically no competitors.

Marketing analysis of the enterprise on the example of the company "Gruzovichkof"

Let's analyze the activities of one of the real-life Russian companies. On the example of the cargo transportation company "Gruzovichkof". At the same time, we will be able to see how to correctly understand and read the marketing analysis of the enterprise.

Stage 1. We start with a PESTEL analysis, that is, we describe only the influencing factors (by questions) and put points. At the same time, we reduced the number of influencing factors by excluding the economic one, since it does not have any influence at all, and by combining the political and legal ones, since they are closely interconnected in this industry.

Political and legal: -1 Restriction of entry into Moscow for cars with a carrying capacity of more than 1 ton (a special pass is required); +2 The need to confirm a license for cargo transportation; +1 The need for regular technical checks of the car; -1 Difficulty buying technical support in connection with the sanctions; -2 A ban on the use of motor fuels of low environmental classes in Russia. -1

Economic: -4 The economic crisis in the country; -1 Change in oil prices; -2 Volume industrial production, wholesale and retail trade (in the provision of cargo transportation services for legal entities). -1

Sociocultural: 0 A decrease in per capita income has a negative impact on demand; -2 The increase in the movement of the population within the country will cause an increase in demand for freight transportation services. +2

Technological: +4 The appearance of equipment that plots the route and calculates the cost of the trip; +2 Possibility of non-cash payment and ordering services via the Internet. +2

As we can see, the technological factor has the greatest positive impact, and the economic one has the negative one.

Stage 2. Conducting analysis using Porter's 5 Forces of Competition model.

We paint the parameters for each factor and put down points. Within a report, it's best to do this in a table.

2. Entry and exit barriers "+9" Initial capital for the purchase of a vehicle fleet and auxiliary equipment; +2 Obtaining permission to enter the city; +3 Obtaining a license for cargo transportation; +2 Money loss. +2	3. Substitute products "0" Railway transportation of goods. 0
1. Level of competition "0" Highly competitive market, the most dangerous competitor is Gazelkin (38%); -2 A large number of companies with a small market share; 0 The market has not reached full saturation. +2
4. User power "-4" The consumer has a fairly wide choice (high competition); -3 Consumers have their own cars, which increases the demands on the company, as in many cases it is easier for them to abandon services in favor of self-moving. -1	5.The strength of suppliers "-5" Cooperation with the only car factory"GAS", may cause difficulties in the transition; -3 Contracts with filling stations interfere with the transition to the use of other fuels. -2

Thus, the strength of suppliers and the strength of consumers have the greatest negative impact.

Stage 3. Conducting analysis through the application of the "Value Chain" model.

For Gruzovichkof, it will look like this:

The infrastructure of the company includes a financial department, a planning department, an accounting department, a purchasing department, a logistics department (purchasing), a repair bureau
Personnel management includes the process of attracting, hiring, monitoring and motivating staff
Technological development: the use of the latest navigation systems in the work, the passage of daily technical inspection cars
Logistic support of the main production: supply of cardboard packaging from the supplier, contract with gas stations, purchase of additional equipment from the supplier (navigation systems)
Buying cars from a dealer. Parking of cars in the company's fleet, storage of cardboard packaging in a warehouse	The main product is a freight forwarding service. The main elements of the product are: the technical component (car and complementary equipment) and contact personnel (driver, loaders)	Distribution of products occurs through telephone and Internet orders. The service is provided at the time and place specified by the customer	Promotion: paper advertising media (posters, flyers), billboards, TV advertising, radio advertising, Internet advertising	Service: additional service - movers; selection of the car of the required format

Stage 4. Conducting a SWOT analysis, as a result of which we will receive general results and conclusions for all three analyzes.

We write out the strongest threats and opportunities from the PEST analysis and highlight the strengths and weaknesses based on the analysis using the Porter's 5 Forces of Competition and Value Chain models. We get a small plate.

Strengths: 1. High speed machine feed 2. Large (diverse) fleet of vehicles 3. Low prices(compared to competitors) 4. Availability additional services(loading, packing) 5. Availability of permission to enter the city

Weak sides: 1. Old cars 2. Long wait for dispatcher response 3. Complicated online ordering process

Threats: 1. Difficulties in connection with the Federal Law "On transport and forwarding activities" 2. Economic crisis 3. Rising fuel prices 4. Lack of need for the service due to the presence of a car in almost every family

Possibilities: 1. Reducing the level of competition in connection with the release of the law "On the restriction and control of the import of goods into the city" 2. Increased demand due to rising real estate prices, increased mobility of the population, fashion for holidays in the country 3. Emergence of new technologies We build a matrix and write solutions at each intersection. In the future, from these decisions you will form an enterprise development strategy

On this, the general marketing analysis of the enterprise is over and we can summarize.

As a result of marketing analysis, we received:

• Full assessment of the attractiveness of the industry (market);
• Evaluation of the position of our company in this market;
• Revealed the competitive advantages of our product (company);
• Determined ways to apply our competitive strengths against competitors;
• Identified the main competitors, their strengths and weaknesses;
• Assessed the level of competition in the market;
• We received an information base to determine the future strategy of the organization (marketing strategy).