Improving the marketing activities of the door salons network "Terminus"
Students Name: Hrytsyk Anna Rostyslavivna
Qualification Level: magister
Speciality: Marketing
Institute: Institute of Economics and Management
Mode of Study: full
Academic Year: 2020-2021 н.р.
Language of Defence: ukrainian
Abstract: Hrytsyk A.R., Mashchak N.M. (Supervisor) Improvement of the marketing activity of the Door Chain Stores “Terminus”. – Lviv Polytechnic National University, Lviv, 2020. – 123 p. Еxtended abstract This Master Qualifying Paper considers and proves the topicality of the necessity in the marketing activity management for the improvement of the work efficiency for enterprises at the internal doors market of Ukraine. The research object is constituted by the Door Chain Stores “Terminus” which is the leader of the Ukrainian market specializing in production and sales of the internal doors. The objective of this Paper is the substantiation of the necessity in managing the marketing activity of the Door Chain Stores “Terminus” under modern conditions on the basis of studying its activity at the internal doors market in Ukraine. In the course of work according to the objective and tasks the role of the marketing activity in the functioning of enterprises was substantiated, the key concepts of marketing and types of the marketing activity were rationalized, the internal doors market of Ukraine was analyzed in conjunction with its structure, change of the production capacities and sales according to the conditions of the construction sector and perspectives of further development were elaborated. Current condition of the raw materials base of the internal doors (wood materials) was studied and the necessity of introducing more sustainable technologies into the production process of the enterprises of this sphere due to the growth of the illegal logging as the environmental hazard to Ukraine was confirmed. The activity of the national manufacturer i.e. Door Chain Stores “Terminus” was considered and financial, economic and marketing activity was analyzed. In the course of analysis key problems in the marketing activity management were identified, key marketing strategies and peculiarities of their application were determined, the primary and secondary information was analyzed. To study the marketing environment of the Door Chain Stores “Terminus” the analysis of the business portfolio using BCG Matrix was carried out and the recommendations were given as to the implementation of strategies for the perspective and non-perspective strategic business subdivisions. The key consumers were surveyed using the cloud technologies and main factors and motives affecting the purchasing of the internal doors were determined. The strengths and weaknesses, possibilities and risks using SWOT-analysis were identified and the suggestions were elaborated concerning the further improvement of activity of the Door Chain Stores “Terminus”.. The applied methods included the economical and mathematical modeling for prediction of the sales volumes. ABC-analysis for improvement of efficiency and performance of the sales systems was carried out. The studying resulted in elaboration of the suggestions concerning the improvement of the marketing activity of the Door Chain Stores “Terminus” at the market of the internal doors in Ukraine. These recommendations are connected with the arrangement of marketing department and determination of its main functions and tasks. Main production processes of the enterprise were characterized and the new, more sustainable internal doors production technologies, were suggested. Introduction of the sustainable approach into the production processes will create the additional value of the enterprise which will become determining for the consumers in making their purchasing decisions. Key words: marketing, marketing activity management, marketing concepts, market survey, internal doors market, assortment optimization, resources consumption, sustainable technologies. References: 1. 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