Melenchuk Y. Formation of the effective system of marketing planning at the enterprise

The object of the research is the marketing planning process at the home machine-building enterprises. The purpose is the development of theoretical positions, defining methodological approaches and developing practical recommendations for the formation of an effective system of marketing planning at the home machine-building enterprises. The author used the dialectical method, methods of comparison and synthesis, economic-statistical methods, survey methods and expert assessment, SWOT-analysis, graphical methods, matrix method, methods of mathematical analysis and modelling, trend analysis method. The theoretical basis of the research lies in building a structural logic model of strategic marketing planning based on machine-building enterprises, which is implemented through the passage of interconnected stages, improving the structure of the marketing plan of a company, namely in the issue "Situational Analysis" the instruments of economic and mathematical modelling to calculate and summarize key performance marketing plan are introduced, and also the section "media plan" is added to the structure, that, unlike the already known, makes it possible to determine the detailed directions spending on marketing activities; improving scientific and methodical approach to the evaluation of the effectiveness of implementation of the marketing plan, which, unlike the existing system uses multi qualitative and quantitative determination of integral and involves the formation of generalizing the matrix; clarify the interpretation of the term "marketing planning". Scientific novelty of the results is the development of theoretical and methodological foundations and practical recommendations to improve the system of marketing planning at the home machine-building enterprises. The subject of the study is theoretical, methodological and practical aspects of an effective system of marketing planning engineering companies. The practical significance of the research results is the possibility of their use by marketers and managers of the electrical industry in the formation of a marketing plan. The scope of the author’s recommendations can be used by home machine-building enterprises, higher educational establishments.