Pasichnyk I. Managing competitive products based on marketing strategy

Research object: the management of competitive products; the purpose of the work: development of theoretical positions and development of methodological support to improve competitiveness management products based on marketing strategy through the development of practical recommendations on the creation of circuits regulate sales of products as the resulting characteristics of the management of its competitiveness; research methods and instruments: abstract logical and structural and logical analysis, graphics, expert methods, simulation, scenario technique, methods of automatic control theory, method similarity method of content analysis; theoretical and practical results: the procedure for determining the competitiveness of products, which compared with existing communication involves three areas of evaluation now prerequisites for achieving the desired parameters positioning products on the market and based on the quantitative calculation depending on market conditions on the dynamic characteristics of the selected segment by determining the integrated energy review system for disturbance; procedure quantitative study options strategies marketing mix company in the short term, the difference of which is economic justification and the mathematical description of the means of automatic control theory and control of disturbing factors for competitiveness management products; methodical approach to study executive management influences the competitiveness of products, the difference of which is the justification composition profile strategic choice of marketing strategy, structuring managerial influences and enterprise subordinated to competitive solutions to control production level gaps in strategic profiles; theoretical principles of competitiveness management products based on marketing strategy, which is the difference in orientation on specified content elements conceptual-categorical apparatus studies substantiating approach to develop guiding influence of the system of competitive products in terms of the components of the marketing mix of the company, making the dynamic nature of the facility management; guidelines for more efficient use of marketing tools in the management of competitive products, based on a formalized representation conditions the effectiveness of marketing strategies, the evaluation of these conditions; subject and degree of introduction: developments are put in practical activity of SSPE "Kommunar" SE "Plant V.A. Malyshev", LTD "ANTARES-SE"; sphere of the use: management competitive products based on marketing strategy.