The beauty salons services market research and the marketing activity improvement at the manicure salon "Nail Zone" on it
Students Name: Kostyshyn Marta Ihorivna
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: At a time of rapid development of society, the emergence of new trends in international trade is not news. There is an intensification of the development of high-tech industries, the expansion of new activities and the constant generation of new services that are maximally adapted to the needs of the population [1,3]. At the same time, consumers are becoming more demanding, they have more and more requirements for services or goods, and they also feel a constant need to improve the product, which would make their life more comfortable and improve their lifestyle [2]. Therefore, it has already become a constant driving force of enterprise activity, which is aimed, first of all, at the means of informing consumers about the enterprise’s activities, and not only at increasing sales volumes [4]. Marketing activity is becoming more and more important in the activities of enterprises and covers a much wider range of issues. Enterprises that do not yet use marketing approaches in their activities run the risk of not maintaining their own profits and losing their position in the market [5]. The object of the study is the marketing activity of the "Nail Zone" salon and ways to improve it. The subject of the study is the theoretical and methodical principles of the formation of marketing activities of the enterprise on the market and the determination of directions for increasing its efficiency. The purpose of the study: to investigate the theoretical and methodological objectives of the enterprise’s marketing activity and to determine its effectiveness. Results of the research. "Nail Zone" salon, which provides manicure, pedicure and eyebrow shaping services, has been establishing its activities for 7 years, during which it has opened two locations and has the loyalty and affection of its regular customers. During the analysis of the market of beauty salons, it was determined that it has many prospects for development and is constantly developing. This field of activity is considered one of the most promising in 2020. Despite significant fluctuations in the economy, this type of activity is still actively developing and modernizing. According to the results of surveys, it is clear that clients are loyal to the salon and their master, so even an increase in service prices will not make them leave. Since the SWOT analysis and the integrated indicator of competitiveness established that the salon needs to raise prices in order to be able to compete in the market. Based on the analysis of the business portfolio according to the BKG matrix, the salon was recommended to apply a disinvestment strategy to the makeup service and invest in manicure and pedicure services, for which an advertising company was developed. Keywords: marketing activity, types of marketing activity, marketing strategies, marketing goals, marketing concepts, competitiveness, SWOT analysis, cloud technologies, BKG matrix. List of used literary sources. 1. Ilyashenko S. M, Dainovskyi Yu. A., Marketing activity of enterprises: modern content [monograph] according to general ed. Doctor of Economics, Prof. N.V. Karpenko. - Kyiv: Center for Educational Literature, 2016. - P. 252. 2. Kurbatska L.M., Kozhushko I.G. Use of marketing in enterprise management. // Collection of scientific papers. Output. 16. Volume 3. Kamianets-Podilskyi. PDATU 2008. P. 266. 3. Marketing: education. manual / edited by S.V. Kovalchuk. Lviv, 2011. P. 113. 4. L. M. Kurbatska, "Efficient Economy" electronic magazine, "Marketing in the enterprise management system." No. 5, 2013. P. 5. 5. Kosar N.S., Kuzio N.E., Taranskyi I.P. Directions of activation of marketing communications of institutions of higher education in modern conditions. Black Sea Economic Studies. 2020. Issue 49. P. 73.