Development of An Enterprise Marketing Strategy

Abstract

The article discusses the organization's strategic development theory within the competition framework. The authors analyze the activity of the enterprise and develop measures within the framework of its development strategy. The authors note that the strategy is a general, non-detailed plan of any activity, covering a long period, a way to achieve a complex goal, adapting to the changed conditions of existence in the market in the future, the tools of which are still unclear to the manager. According to the authors, the manager is a strategist, and the main goal of his strategy is the effective use of existing resources. At the same time, the article notes that the marketing strategy is a set of long-term decisions about how the company should meet the needs of existing and potential customers using its internal resources and external capabilities; And the purpose of developing the strategy is to determine the main priority areas and proportions of the company's development and then take into account the material sources and market demand for its provision. The article presents the opinions of the authors that the strategy should be aimed at the optimal use of the company's capabilities and avoiding wrong actions that may lead to a decrease in the company's efficiency. Thus, the development of the organization's marketing strategy is an essential need, that is, each company must implement its activities according to the plan. At the end of the article, the authors note that the marketing strategy determines not only the company's development path, but also reflects the struggle with competitors, deliberate separation and isolation from competitors, and the goal of these actions is to occupy leading positions in a given market sector. Keywords: Marketing strategy, strategic planning, competitor analysis.