Lutsiak V. Marketing of small production enterprise

Given dissertation is devoted to elaboration of theoretical – methodological foundations of marketing management of small production enterprise and substantiation of directions of its development in the context of enterprise competitiveness management system based on dynamic capabilities, innovation and quality. Studying marketing management of small industrial enterprises was carried out on the basis of functional and process approaches. The method of comparison used for analysis of methods of strategic analysis and potential theory used in determining the state of competitiveness. Analysis of the effectiveness of the enterprise made on the basis of the resource approach and the concept of dynamic capabilities.. There marketing activities mechanism of small production enterprises are proposed. There main principles of marketing management in a small production enterprise are developed. There methodology of management of competitiveness of small production enterprises is substantiated through the use of an integrated system, the functioning of which is based on a marketing approach to the management of the enterprise and consists of three main components: dynamic capabilities (D), innovation (I), quality (Q). Competitiveness management using a marketing mechanism is implemented through the development of quality function deployment methodology and the development of additional forms to describe enterprise marketing mix communication with the expectations of consumers. This allows implementing control action on the part of the small production enterprise in the target market and identifying ways to optimize production in line with market requirements. Comprehensive analysis by quality function deployment method can be carried out for groups of features or characteristics for each individual, depending on the requirements of accuracy and level of analysis. Similarly, for production lines, a comprehensive analysis is possible to make separately and commodity groups or in total. The practical significance of the results is the possibility of using the results in the form of recommendations to improve the effectiveness of marketing activities by acquiring competitive advantages and competitiveness of small manufacturing enterprise based on the choice of strategic directions of marketing activity in conditions of high dynamism of business environment based on system links. The scope of use copyright guidelines are the domestic food processing industry, universities, government.