Research of the beer market of Ukraine and determination of improvement directions of activity on it of PJSC Carlsberg Ukraine on the basis of the holistic marketing concept
Students Name: Kokhan Ivan Ihorovych
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: Kokhan I.I., Savchenko Yu.T. (supervisor). Research of the beer market of Ukraine and determination of improvement directions of activity on it of PJSC Carlsberg Ukraine on the basis of the holistic marketing concept. Master’s thesis. – Lviv Polytechnic National University, Lviv, 2020. Extended abstract. Holistic marketing is one of the innovative concepts in marketing, which involves complete analysis and considers all components of the organization’s social space such as consumers, owners of the enterprise and its staff [1, p. 32-33, 2, p. 58-59]. The main components of holistic marketing include relationship marketing, societal marketing, internal and integrated marketing, which are considered as a single integral system [3, 4, p. 49]. Holistic marketing is focused on the most complete satisfaction of consumers’ needs, providing agreement of the interests of all interested parties by achieving the synergy effect. At the world market, international companies currently actively use the concept of holistic marketing, whereas at the Ukrainian market, it is just getting its popularity among large Ukrainian enterprises with well-developed image and the companies with foreign capital [5, p. 387]. The holistic marketing actions, taken by the enterprise, should be based on the results of marketing investigations and involve creation of the marketing complex components, which will be focused on establishment of the enterprise’s image at the market [6, 7]. Therefore, using the concept of holistic marketing in its activity, the enterprise should concern formation of the integrated marketing communications [8, 9]. Study object – marketing activity of the PJSC Carlsberg Ukraine at the beer market. Scope of research – theoretical and methodological fundamentals for planning of the enterprise’s marketing activity on the principles of the holistic marketing concept. Goal of research: is to analyze the marketing activity of the PJSC Carlsberg Ukraine at the beer market and to develop recommendations on its improvement on the fundamentals of the holistic marketing concept. The research findings. The PJSC Carlsberg Ukraine is one of the leading brewery companies in Ukraine, occupying 30.92 % of the market in 2019. To maximum reach consumers of its products, the PJSC Carlsberg Ukraine uses the multichannel marketing systems and integrated marketing communications with involvement of traditional and digital channels of information distribution within the concept of integrated marketing. The PJSC Carlsberg Ukraine is an active sponsor in social and cultural spheres, develops measures on environmental protection, labor protection, rational use of natural resources, using the concept of societal marketing. Within the concept of relationship marketing, the enterprise assists its intermediaries in their trading activity, executing their orders in time. The concept of internal marketing is implemented by the PJSC Carlsberg Ukraine by showing concern for its employees, organizing their advanced training. The conducted research demonstrates that the market of beer is competitive. While developing directions on improvement of its activity with application of the concept of holistic marketing, brewery companies should focus on the changed consumers’ needs, studied by interviewing. It is determined that for 52% of respondents, the choice of beer is influenced by the brand. Among the respondents, 71.4% prefer a glass bottle, 20.4% - a plastic bottle, and 8.2 % - a can. Although 71.4% of the interviewees buy beer in glass bottles, only 32.7 % of the respondents are concerned about the environment. The majority of the interviewed (87.8 %) do not know about the social actions of beer producers. Therefore, the beer producers should be more active conducting social events and inform the public about them. The performed SWOT-analysis of the PJSC Carlsberg Ukraine operation shows that the examined enterprise should be more active in marketing communications to improve its image at the beer market that should be based on the preliminary estimates. The estimation was performed by expert interviewing of the representatives of the groups of perception and the enterprise’s personnel. Moreover, it is confirmed that the image of the PJSC Carlsberg Ukraine is differently perceived by the groups of consumers, representatives of business-environment, state structures and society, the enterprise’s employees. Estimation of the PJSC Carlsberg Ukraine demonstrates that it does not completely satisfy the high level of positive. Almost all groups of perception, including the enterprise’s employees, have no clear ideas about the company’s mission, strategic goals and targets. Therefore, the enterprise should first supply total informing of all interested groups about the goals and prospects of the PJSC Carlsberg Ukraine. Consumers and public have little information about the social actions, organized by the company or held with its participation. It is necessary to change the PJSC Carlsberg Ukraine’s approaches to their organization and broad informing of people. Thus, the work proposes a recommended plan of public relations events for PJSC Carlsberg Ukraine within the internal and external marketing in 2021 applying offline and online instruments. Implementation of that plan will make a positive impact on the beer producer’s image at the market. Key words: concept of holistic marketing, components of the enterprise’s marketing activity, beer market, image of the enterprise, public relations events. References. 1. Sviatnenko, V. Yu. (2018). 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