ANALYSIS OF THE MAIN INDICATORS OF INDUSTRY DEVELOPMENT AS THE BASIS FOR THE FORMATION OF MARKETING STRATEGIC ACTIVITY OF DOMESTIC ENTERPRISES

Abstract

The development and strengthening of the domestic industrial complex as a whole and of individual economic entities will be facilitated by the focus on the production of competitive high-tech intellectual products. Industrial enterprises should aim to produce products that will be in demand in the domestic and foreign markets, providing a significant proportion of gross value added and profit. The article analyzes the main indicators of industrial development of Ukraine (index of industrial production, volume of industrial products sold, profitability of operating activity of industrial enterprises, capital investments of industry, indicators of innovative activity in industry, share of industrial enterprises that have received profit, number of industrial enterprises, number of employed workers at industrial enterprises). Analysis of the main indicators of the development and functioning of domestic industrial enterprises determines the relevance of the implementation of appropriate marketing policy. Marketing policy should be a part of the general policy of industrial enterprises and foresee the development of measures aimed at modernizing market and product strategies. When developing measures of marketing strategic activity of domestic industrial enterprises, the following was taken into account: the existing potential of domestic enterprises in the market of industrial products of Ukraine and their strategic capabilities. According to the results of the analysis, a set of priority tasks aimed at the effective development of the domestic industry has been formed, the main components of marketing strategic activity of industrial enterprises have been identified and the prospects for further research have been formulated. Key words: mechanical engineering, competitiveness, strategic marketing activities, industrial enterprise.