Bernevek T. Fleet replenishment projects success management based on proactive marketing research

In this thesis is solved relevant scientific problem of developing methodical bases of proactive marketing research in projects of the fleet replenishment in order to ensuring the success. Identified the main factors affecting the processes of the fleet replenishment: trends in the freight market; the volume of transport work on already known markets, opportunities to enter the new markets, the level of prices for ships, the state of the competitive environment. The main strategic goals, which stipulate the need to replenish the fleet of the shipping company are established. The main types of replenishment projects on the fleet, that correspond to the following variants of the fleet replenishment are determined: construction of ships, the purchase of ships, leasing (bareboat-charter), short- and medium-term rent of ships (time-charter). For each selected type replenishment projects, the main classification characteristics, specific life cycles, value and composition of participants are established. The relationship between project marketing and marketing operating activities of shipping companies is identified. The object of marketing on the project of replenishment of the fleet is the product of the project, which may include: a fleet with a certain specialization and deadweight range; a fleet with a certain specialization of various deadweight range; a fleet with a various specialization; the ship of a certain specialization and deadweight. The essence of various types of products of the replenishment projects of the fleet as objects of proactive marketing of operating activity is determined. The main variants of the relationship between the life cycle of the project and the life cycle of the goods, as the main object of operational marketing, are analyzed. The content of the complex of proactive marketing research tasks within the frames of the fleet replenishment and their distribution over the life cycle stages and areas of knowledge for the main types of the fleet replenishment projects is established. Keywords: fleet replenishment project, marketing research, life cycle, proactive approach, project parameters, project success.