Ovsiienko N. Marketing strategies of enterprises-producers of dairy industry

In this dissertation theoretical generalization and practical solutions of actual scientific tasks concerning the implementation of national dairy enterprises marketing strategy have been made. The opinion about marketing strategy in economic literature has been analyzed. Own definition of term "marketing strategy" has been made. Methodological approaches of marketing strategic analysis of enterprises' activity have been created. General procedure of strategy development has been introduced. The mechanism of implementation of enterprises' marketing strategy that includes factors of influence of internal and external environments has been defined. The analysis of trends development of dairy market of Ukraine has been conducted. The main trend is that production and consumption of milk in Ukraine decreases. Factors of homogeneity of groups of enterprises of dairy market have been discovered. The strategic analysis of group that works on this market of Kiev region has been conducted. This analysis allowed to define competitive positions of enterprises on the market. The methodological tools of costs optimization on marketing strategies of dairy enterprises that have been developed allows to calculate spending on marketing considering factors of internal and external environments and given budgetary constraints. The use of appropriate strategies according to matching of marketing costs into interval of elasticity function has been offered.