THEORETICAL AND METHODOLOGICAL APPROACHES OF MARKETING FOR THE ANALYSIS OF THE TELECOMMUNICATIONS ENTERPRISE MARKET
Abstract
The study of consumer needs to improve and expand telecommunications competitive services in a strategic perspective has necessitated this study. The authors propose and substantiate the organizational and economic mechanism for ensuring stable competitive positions of the telecommunications company in the field of communications and developed recommendations for maintaining these positions in the future, in the dynamic development of competition in the telecommunications market. The aim of the study was to determine the role of marketing in ensuring the innovative development of telecommunications enterprises and to develop business strategies for their long-term development and competitiveness in the telecommunications market. To achieve this goal, a number of tasks of theoretical, analytical, recommendatory significance have been formed and fulfilled: to study the problems of regulation of the telecommunication technologies market in Ukraine; to study the methodology of analysis of the telecommunications market in the conditions of competition development; develop recommendations for JSC Ukrtelecom on the application of business strategies for long-term development and competitiveness in the telecommunications market. The object of the study was the telecommunications market in the face of competition. The subject of the research is the peculiarities of Ukrtelecom JSC's activity in the services market. Methods of analysis and synthesis were used to determine the features of the methodology of telecommunications market analysis, methods of statistical analysis - to assess the overall position of the company in the services market and identify opportunities for its further development and sustainable competitive positions in the domestic telecommunications market, evaluation method to analyze the competitiveness in the telecommunications market, deduction and induction and the method of comparison were used in the study of the competitive environment of the enterprise and indicators of financial and economic activity. To conduct a strategic analysis of the company's competitiveness, SWOT methods were used - analysis and the matrix "industry attractiveness - competitiveness", or the General Electric (GE) / McKinsey matrix - which was used to develop a strategy for the development of companies.
References
Melewar T.C. , Pantea Foroudi, Suraksha Gupta, Philip J. Kitchen, Mohammad M. Foroudi. Integrating identity, strategy and communications for trust, loyalty and commitment. European Journal of Marketing. 2017. URL: https://www.emerald.com/insight/content/doi/10.1108/EJM-08-2015-0616/full/html.
Nusa Petek. Maja Konecnik Ruzzier. Brand Identity Development and the Role of Marketing Communications: Brand Experts’ View. Managing Global Transitions. 2013. № 11(1). Р. 61–78.
Peter Anabila. Integrated marketing communications, brand equity, and business performance in micro-finance institutions: An emerging market perspective, February 2019, Journal of Marketing Communications. № 26(3). Р. 1–14. DOI: https://doi.org/10.1080/13527266.2019.1574868.
Sreedhar Madhavaram, Vishag Badrinarayanan and Robert E. McDonald Integrated Marketing Communication (IMC) and Brand Identity as Critical Components of Brand Equity Strategy: A Conceptual Framework and Research Propositions. Journal of Advertising. Vol. 34. № 4. Integrated Marketing Communication (IMC),, 2005, pp. 69-80 (12 pages).
Амонс С.Е., Красняк О.П. Маркетингові дослідження ринку і його структурних елементів: теоретичний аспект. Економіка і суспільство. 2017. № 9. URL: http://www.economy.nayka.com.ua/pdf/5_2020/108.pdf.
Апарова О.В. Роль маркетингу в забезпеченні інноваційного розвитку телекомунікаційних підприємств. Економіка та управління підприємствами. 2017. № 9. С. 338–343.
Білявський В.М., Шепута М.М. Конкурентоспроможність підприємства як фактор підвищення його інвестиційної привабливості. Інноваційна економіка. 2017. № 11.12(72). С. 129–134.
Гребенюкова О. Сучасна структура комплексу маркетингових комунікацій. Траєктория науки. 2015. № 1. URL: http://pathofscience.org/index.php/ps/article/view/5.
Д’Алессандро Д. Войны брендов. 10 правил создания непобедимой торговой марки. Санкт-Петербург : Питер, 2003, 224 с.
Звіт Національної комісії, що здійснює державне регулювання у сфері зв’язку та інформатизації за 2020 рік. URL: https://nkrzi.gov.ua/images/upload/142/9626/Prezentatsiia_do_Zvitu_NKRZI_2020.pdf.
Звягінцева О.Б. Моделювання фірмового стилю підприємства в складі маркетингової політики комунікацій. Інноваційна економіка. 2013(41). URL: http://base.dnsgb.com.ua/files/journal/%D0%86nnovastijna-ekonomika/IE-3(41)-2013/InnEco_3-41-2013_210-217.pdf.
Звягінцева О.Б. Розроблення фірмового стилю харчового підприємства – виробника соняшникової олії. Маркетинг і менеджмент інновацій. 2011. № 4. URL: http://mmi.fem.sumdu.edu.ua/.
Кеннеди Д. Умный маркетинг в жесткие времена: как привлечь максимум хороших клиентов, используя минимальные ресурсы. Москва : Манн, Иванов и Фербер, 2014. 180 с.
Консолідований звіт про управління компанією за 2020 рік. Укртелеком. 2021. 114 с. URL: https://demo2.ukrtelecom.ua/about/accounting/zvit-nezalezhnykh-audytoriv/docs/Консолідована%20фінансова%20звітність%202020%20(укр).
Котлер Ф. Хаотика: управління та маркетинг в епоху турбулентності. Київ, 2009, 208 с.
Майовець Є.Й. Маркетингові комунікації. Львів, 2013. 191 с.
Новини ринку. У 2021 році світовий ринок супутникового зв’язку і телекомунікацій виросте на 3,3%. URL: https://deps.ua/ua/news/novosti-rynka/9029.html.
Ринок телекомунікацій, його форми та властивості. Київ : Державний університет телекомунікацій, 2017. 44 с. URL: http://www.dut.edu.ua/uploads/n_5242_39693430.pdf.
«Укртелеком» у цифрах: чому оператор втрачає Інтернет-абонентів. URL: https://mind.ua/publications/20208173-ukrtelekom-u-cifrah-chomu-operator-vtrachae-internet-abonentiv.
Шарков Ф.И. Интегрированные коммуникации: реклама, паблик-рилейшнз, брендинг : учебное пособие. Москва, 2014, 324 с.
Amons S.E., Krasniak O.P. (2017). Marketing research of the market and its structural elements: theoretical aspect. Economy and society. Issue 9. URL: http://www.economy.nayka.com.ua/pdf/5_2020/108.pdf
Aparova O.V. (2017). The role of marketing in ensuring the innovative development of telecommunications enterprises. Economics and business management. Mukachevo: Mukachevo State University. Issue 9. рр. 338-343.
Biliavskyi V.M., Sheputa M.M. (2017). Competitiveness of the enterprise as a factor in increasing its investment attractiveness. Innovative economy. Issue 11.12 (72), рр.129-134.
Consolidated report on the management of the company for 2020. AO «Ukrtelecom», 2021. 114 р. URL:https://demo2.ukrtelecom.ua/about/accounting/zvit-nezalezhnykh-audytoriv/docs/Консолідована%20фінансова%20звітність%202020%20(укр)
D’Alessandro D. (2003), Brand wars. 10 rules for creating an invincible brand. Pyter, 224 p.
Hrebeniukova O. (2015), “The modern structure of the complex of marketing communications Traiektoryia nauky”, no 1. retrieved from: http://pathofscience.org/index.php/ps/article/view/5.
Market news. In 2021, the global market for satellite communications and telecommunications will grow by 3.3%, 2021. URL: https://deps.ua/ua/news/novosti-rynka/9029.html
Melewar T.C. , Pantea Foroudi, Suraksha Gupta, Philip J. Kitchen, Mohammad M. Foroudi. (2017), “Integrating identity, strategy and communications for trust, loyalty and commitment” European Journal of Marketing retrieved from: https://www.emerald.com/insight/content/doi/10.1108/EJM-08-2015-0616/full/html
Nusa Petek. Maja Konecnik Ruzzier. (2013), Brand Identity Development and the Role of Marketing Communications: Brand Experts’ View. Managing Global Transitions., 11(1), pp. 61-78.
Peter Anabila. (2019), Integrated marketing communications, brand equity, and business performance in micro-finance institutions: An emerging market perspective, February, Journal of Marketing Communications, 26(3), pp. 1-14. DOI: https://doi.org/10.1080/13527266.2019.1574868
Philip Morris International Inc. retrieved from: https://www.vedomosti.ru/companies/philip-morris
Report of the National Commission for State Regulation of Communications and Informatization for 2020, 2020. URL: https://nkrzi.gov.ua/images/upload/142/9626/Prezentatsiia_do_Zvitu_NKRZI_2020.pdf
Sreedhar Madhavaram, Vishag Badrinarayanan and Robert E. (2005), McDonald Integrated Marketing Communication (IMC) and Brand Identity as Critical Components of Brand Equity Strategy: A Conceptual Framework and Research Propositions. Journal of Advertising. pp. 69-80. retrieved from: http://citeseerx.ist.psu.edu/viewdoc/summary?doi=10.1.1.948.2239
Telecommunications market, its forms and properties. Analytical materials on the topic. Telecommunications market, its forms and properties. Kyiv: State University of Telecommunications, 2017, 44 р. URL: http://www.dut.edu.ua/uploads/n_5242_39693430.pdf
Ukrtelecom in numbers: why the operator loses Internet subscribers, 2020. URL: https://mind.ua/publications/20208173-ukrtelekom-u-cifrah-chomu-operator-vtrachae-internet-abonentiv
Zviahintseva O. B. (2011), “Development of corporate style of the food enterprise - the producer of sunflower oil”, Marketynh i menedzhment innovatsii, no 4. retrieved from: http://mmi.fem.sumdu.edu.ua/
Zviahintseva O.B. (2013), “Modeling of corporate style of the enterprise in the line of marketing policy of communications”, Innovatsiina ekonomika, no.41, retrieved from: http://base.dnsgb.com.ua/files/journal/%D0%86nnovastijna-ekonomika/IE-3(41)-2013/InnEco_3-41-2013_210-217.pdf
Kennedy D. (2014). Smart marketing in tough times: how to attract the most good customers using the least resources. Moscow.180 р.
Kotler F. (2009). Chaos: management and marketing in an era of turbulence. Kiev, 208 р.
Maiovets Ye.Y. (2013). Marketing communications, Lviv, 191 р.
