The pet food market research, sales and communication activities improvement at «Kormotech» Ltd
Students Name: Tymoshchuk Nadiia Vasylivna
Qualification Level: magister
Speciality: Marketing
Institute: Institute of Economics and Management
Mode of Study: full
Academic Year: 2022-2023 н.р.
Language of Defence: ukrainian
Abstract: Sales in the marketing activities of the enterprise is the most important tool that enables the enterprise to form a competitive advantage, and from the management point of view, sales are a specific function of managing a specific enterprise. Improvement of the company’s sales activity, due to the need to ensure effective sales the company in the long term in the conditions of a changing marketing environment with an orientation towards meeting the needs of consumers. Today, the process of promoting products is long-term and complex, requiring quite significant costs from the enterprise. Therefore, the marketing department of the enterprise should use an effective combination of various modern marketing communication tools to promote products to the market, with minimal expenditure of resources. The object of work is the theoretical, scientific-methodical and practical foundations of management marketing, sales and communication policy of enterprises. The subject of the study is the is the marketing activity of "Kormotekh" Ltd, one of the leaders of the domestic pet food market. The purpose of this work - definition of conceptual principles and development of practical recommendations for managing marketing, sales and communication activities of domestic enterprises. The research findings. The work reveals the essence of the sales and communication activities of enterprises, considers modern methods of product promotion in the marketing system. An analysis of the production, economic and marketing activities of "Kormotekh" Ltd was carried out. Research was conducted on the global and domestic pet food market, the competitive advantages of "Kormotekh" Ltd on it. In the fourth chapter, measures to improve sales activity are substantiated and a complex of marketing communications of "Kormotekh" Ltd is developed. Keywords: sales, marketing, pet food, production, forecast, advertising, quality, export References. 1. Krykavskyi E.V., Kosar N.S., Chubala A. (2009). Distribution marketing policy: a textbook. Lviv. 231. 2. Krykavskyi E.V., Deinega I.O., Deinega O.V., Lorvi I.F. (2014). Marketing management: study guide. Lviv. 380. 3. Grynko T.V., Gviniashvili T.Z., Kirichenko A.S. (2021). Strategic approaches to the management of marketing communications at the enterprise. Electronic specialist publication "Efficient Economy" No. 12. 4. Klyuchnyk A.V., Bilozertseva I.O. (2014). Theoretical analysis of the concept of "sales" and its functions. Scientific Bulletin of Kherson State University. "Economic Sciences". No. 6. 188-191. 5. Kosenko Yu.M., Zaruma L.E., Vezdenko O.S., Shkilnyk O.S. Fodder for pets on the market of Ukraine. URL: https://scivp-journal.com.ua/index.php/journal/article/download/118/114 6. Mamchyn M.M. (2018). The pet food market in Ukraine: marketing aspects. Economy and society. No. 14. 7. Matviyets OV, Koshivska MV (2018) Sales activity as an integral part of economic activity of the enterprise. Modern economics. № 11. 116-121. 8. Shestakova T. M. (2021). Peculiarities of formation of communication policy of enterprises in crisis conditions. Change management and innovation. 1. 85-90.