Research and improvement of marketing sales and communication policy of “PETEKSPERT” Ltd.
Students Name: Kardash Vitaliia Yevstakhiivna
Qualification Level: magister
Speciality: Marketing
Institute: Institute of Economics and Management
Mode of Study: part
Academic Year: 2020-2021 н.р.
Language of Defence: ukrainian
Abstract: Kardash V.E, Hryniv N.T. (supervisor). Research and improvement of marketing sales and communication policy of «PetExpert» Ltd. Master’s qualification work. - Lviv Polytechnic National University, Lviv, 2020. Extended abstract. Thanks to the development of information technology, the Internet has become a powerful platform for business development, including sales and promotion of goods and services. The success of the enterprise can not be ensured only by the quality characteristics of the product and the conditions of its sale. The manufacturer must establish sales and communication processes that meet modern consumer requirements, and take into account the additional opportunities that open up due to the active development of information technology [4]. In recent years, online stores have become increasingly popular as a key element of sales policy in the Internet environment [2]. The promotion of marketing activities in the virtual space of the Internet is a global trend, which can be clearly seen in Ukraine [2]. The result of economic activity of enterprises operating in a market economy depends on the state of development of the sales system. The efficiency of the system of sales and distribution of goods depends on the formation of the optimal composition and structure of distribution channels [5]. Given that the Internet allows companies to interact with potential buyers from any geographical location, gain direct access to end users of their products, simplify information exchange without significant material costs, avoid a multilevel system of product distribution, we can consider the Internet as a new full-fledged and a promising sales channel for the company’s products. The use of marketing approaches in the process of product sales forms a marketing policy on the Internet [3]. Marketing sales policy on the Internet is a set of marketing activities in the Internet space, aimed at ensuring the delivery of necessary consumer goods ordered by electronic means via the Internet, with the highest possible level of service [3]. Online marketing policies are an integral part of business today. Every year the number of purchases through the Network increases, which determines the great prospects for the development of e-commerce in Ukraine [7]. The sale of goods on the Internet is carried out through online stores, as they have a number of advantages over traditional outlets: price, delivery to a convenient place for the Internet buyer, search and order goods at any time. Today, there are several classification features of online stores that help to understand the nature, scope and technology of e-commerce. Thus, the business model distinguishes between e-shops that operate entirely in the Internet space, and online stores that combine online business with offline [8]. The use of Internet technologies is one of the most promising and attractive areas of marketing activities of enterprises. This is reflected in the use of Internet communication capabilities, tools to study competitors, analysis of consumer preferences, behavior of potential consumers, which allows companies using modern technology in their business, increase competitiveness and develop new markets, expand the range of products and services market needs [6]. In recent years, the methods of doing business have changed, and, accordingly, consumer behavior and consumers themselves are changing. To stay competitive, businesses seek to know in real time when customers are buying something, where they are buying, and even what they think before going to the store or visiting a Web site [1]. The globalization of the world, the rapid development of factors in the formation of the information society, which, combined with the principles of mass consumption society, orient people to the constant rapid consumption of information on the Internet, have led to revolutionary changes in communications. A significant amount of heterogeneous and unstructured data that accumulates in the digital environment and is of great practical importance to companies, requires an intelligent approach to their collection, processing and analysis, creates the need to automate these processes. This gave impetus to the emergence of new tools of marketing communications [1]. Study object - marketing sales and communication policy of «PetExpert» Ltd. Scope of research - theoretical, methodical and practical aspects of improving the marketing, sales and communication policy of «PetExpert» Ltd in the market of cat and dog food. Goal of research - conducting research and developing proposals for improving the marketing, sales and communication policy of «PetExpert» Ltd. Briefly put research results. «PetExpert» Ltd is an official distributor of Kormotech LLC, which is engaged in retail trade carried out by mail orders or via the Internet. «PetExpert» Ltd sells cat and dog food. In 2019, the company’s net profit decreased by UAH 428.1 thousand. compared to 2018. This is due to an increase in cost in 2019 by 817.2 thousand UAH. compared to 2018 and an increase in other costs of the enterprise by 530.1 thousand UAH. The reason for such results can be both external indicators (inflation, increase in product prices) and internal (increase in marketing budget). Pet stores (53%) occupy the largest share in the sales structure of «PetExpert» products. Pet owners in the structure of sales occupy only 13%. The largest share of sold products during 2016-2019 belongs to TM «Club 4 Paws». As a result of the study, it was found that the Ukrainian market of pet food is characterized as fast-growing, Ukraine is in the top ten fast-growing markets. However, the Ukrainian feed market is dominated by foreign producers, in particular from countries such as Poland, France, Hungary, the United States and others. Over the past few years, the production of animal feed in Ukraine has increased. In 2019, this figure reached 26.8 thousand tons. Currently, Ukrainian producers occupy a total of about 35% of the national market in kind and about 25% - in value. Importers of animal feed cover 65% of the Ukrainian market of pet food in kind and 75% - in revenue. Based on the results of the marketing research, the most effective channels for promoting the company’s products on the Internet were selected, namely: banner advertising, contextual advertising, email marketing, blogging, marketing articles, etc. Keywords: marketing research, market, internet marketing, email marketing, advertising, sales channel, banner, targeting, feed, web-site, subscriber. References. 1. Hryniv N.T., Nakonechna T.V., Kuchmenda M.R. (2020). BIG DATA as a tool of a personalized approach in research and customer service. Proceedings of the VIII international scientific-practical internet-conference «Actual problems of development of branch economy and logistics». Kharkiv: NUPh. P. 27-28. 2. Illyashenko S.M. (2011). Current trends in the use of Internet technologies in marketing. Marketing and innovation management. №4. P.64-74. 3. Kapinus L.V., Rozumey S.B., Semenenko K.Yu. (2014). Features of marketing sales policy of the enterprise on the Internet. Economics and management of agro-industrial complex. № 2. P. 68-72. 4. Kosar N.S., Pankivska Y.M., Kuzio N.E. (2019). Trends in the development of marketing, sales and communication policy in the context of active development of information technology. Market infrastructure. Issue 31. P. 281-288. 5. Orlov P.A., Lysytsya N.M., Kholodnyy H.O. (2015). Modern marketing: analysis and prospects: Kharkiv: KhNEU im. S. Kuznetsya. 212 p.