The domestic software market research and the directions for improving the marketing activities justification at "A-Z COD" Ltd using Internet marketing tools
Students Name: Kalnyk Olha Bohdanivna
Qualification Level: magister
Speciality: Internet-Marketing
Institute: Institute of Economics and Management
Mode of Study: part
Academic Year: 2022-2023 н.р.
Language of Defence: ukrainian
Abstract: The modern world cannot be imagined without software. Software development has turned into a separate industry that occupies a prominent place in the world economy, including in Ukraine. In 2021, global spending on IT services amounted to 1,229 billion dollars. USA, and the industry is growing every year, including an expected growth of 3.2% in 2023. At the same time, with the development of technologies, with the new technological revolution, the digitalization of the world, the importance of software product development will only grow [1]. Despite the considerable attention paid to the technical development of software, there are practically no publications devoted to their marketing. And issues related to software marketing have not been worked out either theoretically or methodologically. The creation and development of the theory and methodology of marketing in the field of software, the development and promotion of new software products on the Internet is relevant and modern [2]. Study object – is the current system of marketing activity of "AZ-Z COD" LLC. Scope of research – is the theoretical, methodical, organizational and practical aspects of the organization of the enterprise’s marketing activities in the software market. Goal of research: to study the peculiarities of the formation of the international marketing complex of domestic software exporters and to develop proposals for improving its effectiveness. The research findings. The first section of the work is devoted to the study of theoretical aspects of marketing activities in the software market. In particular, the essence and components of marketing concepts in the software market were investigated; the complex of enterprise marketing in the software market is considered; judicious selection of digital tools to increase the effectiveness of software marketing. The second section of the work is devoted to the analysis of the production, economic and marketing activities of "AZ-Z COD" LLC. In this section, the financial and economic activity of "AZ-Z COD" LLC was analyzed and the effectiveness of software marketing was evaluated. An analysis of the company’s Internet marketing complex was also conducted. The third chapter is devoted to the marketing research of the software market and the assessment of market opportunities of "AZ-Z COD" LLC. The software market and the peculiarities of its presentation on the Internet were studied in detail. Segmentation of the software market and a survey of the main segments were carried out using the Google Forms service. A SWOT analysis and evaluation of the competitive positions of "AZ-Z COD" LLC was carried out. In the fourth section, directions for improving the marketing activities of "AZ-Z COD" LLC using Internet marketing tools are proposed. In particular, in this section, an analysis of the effectiveness of Internet advertising of the company "AZ-Z COD" LLC was carried out using a system of performance indicators. Proposed methods of increasing the effectiveness of the use of the marketing communications complex by AZ-Z CODE LLC, as well as improving the landing page of AZ-Z CODE LLC’s website and optimizing it for search queries. Based on the results of the research, it was concluded that for effective management of the marketing activities of the enterprise in the software market, it is necessary to ensure such communication links between the participants of advertising activities that would allow managers to act promptly in accordance with changes in any parameter of the system elements. In our opinion, the main burden falls on the service of advertising and product promotion, which are important elements of the process of implementing the company’s product strategy. To ensure the effective achievement of the goals set for marketing activities, it is necessary to first ensure the quality of inputs, then the process of managing advertising activities, taking into account the influence of external factors and the availability of feedback. Such management of marketing activities at the enterprise should ensure a high-quality forecast of output parameters, excellent quality of system inputs and account of external environmental factors of direct and indirect influence, which will contribute to the effective promotion of the enterprise on the software market. Key words: software market, marketing strategy, Internet marketing, Internet advertising, marketing communications, Internet site. References. 1. Golydbina A.V. Yazvinska N.V. 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