UDC 005
DOI: 10.36871/ek.up.p.r.2024.03.06.002
Authors
Anastasia A. Sozinova,
Anna K. Lutoshkina,
Mikhail V. Saveliev,
Alexander V. Palkin,
Vyatka State University», Kirov Region, Russia
Tatyana A. Burtseva,
Vyatka State University», Kirov Region, Russia; Moscow Witte University Moscow, Russia
Abstract
The purpose of the study is to develop the management of the organization through the application
of marketing strategy. The article studies the fields of competitive strategy of the organization, including:
leadership and minimization of costs; specialization in production, as well as fixation of market segment.
Conceptual approaches to formation of marketing strategy have been systematized. It has been revealed that
the variety of approaches to formation of marketing strategy is due to the plurality of researchers in this field.
The step-by-step approach chosen covers all approaches to strategy formation to some extent. This provision
defined the scientific basis for developing a marketing strategy by identifying the successive stages of
strategy formation, taking into account the use of a digital approach to the formation of a marketing strategy.
It presents consecutive main stages of formation of marketing strategy on the basis of analysis of consumer
activity: preliminary; organizational and managerial; final. Each stage is a set of actions and possible tools for
its implementation. The proposed organizational mechanism allows to use as a basis for formation of marketing
strategy of the organization. Taking into account the obtained results, the role and place of formation of
marketing strategy in the management cycle of the organization have been determined. The relevance of the
study is proved by the formation of the marketing strategy of the organization, which affects the increase of
the socio-economic potential of the organization as a whole.
In the course of the study, an analysis of the scientific literature was conducted, the works of Russian and
foreign scientists in the field of formation of marketing strategy were studied, as a result of which it is possible
to conclude that that there are multiple approaches to the organizational mechanism of formation of marketing
strategy. At the same time, the most developed step-by-step approach, which determined the further study
of the organizational mechanism in the form of the phased formation of the marketing strategy, which can be
attributed to: 1. planning the goals and activities of the organization (setting organizational goals; planning activities);
2. Implementation and monitoring of plans (decision-making and implementation of plans; monitoring
of implementation); 3. Monitoring and analysis of results; 4. Adjustment of plans and /or objectives.
Keywords
marketing strategy, organization management, stages of formation of marketing strategy.
