The building materials and constructions market research of Ukraine and substantiation directions of marketing activity improvement of "TRADEBUD LTD" LLC with information technologies usage
Students Name: Sosnovska Nadiia Yuriivna
Qualification Level: magister
Speciality: Marketing
Institute: Institute of Economics and Management
Mode of Study: part
Academic Year: 2021-2022 н.р.
Language of Defence: ukrainian
Abstract: Active development of information technologies in modern conditions creates new opportunities for the formation of the enterprise of its marketing activity and the decision of the revealed problems [1, 2]. In this case, the company can use a significant number of modern information technologies in its activities [3, 4], which will provide it with a number of advantages in the market [5, 6, p. 266]. Study object – marketing activities of "TRADEBUD LTD" LLC and its information support. Scope of research – the mechanisms of using information technology to improve the marketing activities of the enterprise in the market. Goal of research: analysis of marketing activity of "TRADEBUD LTD" LLC in the market of building materials and constructions of Ukraine, use of information technologies in it, development of offers concerning their activization. The research findings. "TRADEBUD LTD" LLC has been operating for three years in Lviv as a trade intermediary that sells goods from its warehouse at the average price level. Its main activity is wholesale of wood, construction materials and sanitary equipment. All products have quality certificates and are sold under the brands of manufacturers. This company provides their warranty service. Customers export products independently. "TRADEBUD LTD" LLC uses a flexible system of discounts for regular customers and periodically conducts sales for some of its products. The marketing communications of the researched enterprise are significantly limited. A negative factor that does not provide proper information to customers is the lack of the researched company’s own site and pages on social networks. The analysis of the marketing information system of "TRADEBUD LTD" LLC shows that it does not use a system of marketing research and rather limited use of an analytical marketing system. The development of the market of building materials and building structures largely depends on the demand, which is influenced by the development of construction and supply from manufacturers. The development of the market of building materials and building structures in Ukraine was negatively affected by the insignificant development of mortgage lending in our country due to its inaccessibility. Competition in the market of sales of building materials and building structures is quite fierce. Future trends in the market of building materials and structures will be determined by the dynamics of economic recovery. To determine the needs of consumers of building materials and structures, their survey was conducted by sending questionnaires. It is established that the choice of building materials and structures by consumers is most influenced by their price and quality of building materials and structures, advice from sales consultants and reviews of professionals. Among the desired additional services from sellers, respondents named delivery, loading and unloading services and adaptation of goods to their requirements. The results of the strategic analysis of the activity of "TRADEBUD LTD" LLC and its environment indicate the need to intensify the activities of the enterprise for marketing research, expanding the product range, creating your own website and pages in social networks; formation of a network of stores in Lviv region, use of direct marketing tools to promote their products and find new customers, use of traditional components of product promotion, development of loyalty programs for younger customers, cooperation with logistics operators to ensure delivery of goods to customers, co-branding construction companies. The paper presents the recommended structure of the site of "TRADEBUD LTD" LLC. The Weblium constructor was used for this purpose. It is established that in order to improve the information support of marketing activities of "TRADEBUD LTD" LLC it is advisable to use forecasting models. On the basis of the trend models built in the work for forecasting the sales of building materials and structures in Ukraine, recommendations were given to optimize the product range of the studied enterprise. Key words: market of building materials and constructions, marketing activity, information technologies, enterprise site, trend models, optimization of product range. References. 1. Zerniuk O.V. Kiiko A.V. Problemy ta osoblyvosti upravlinnia marketynhovoiu diialnistiu v nestabilnykh rynkovykh umovakh. Ekonomika i suspilstvo. 2017. Vypusk 13. S. 468-473. 2. Rzaiev H. I., Korolchuk I. I. Upravlinnia marketynhovoiu diialnistiu pidpryiemstva ta napriamy yii udoskonalennia. Visnyk Khmelnytskoho natsionalnoho universytetu. Seriia Ekonomichni nauky. 2019. № 5. S. 195-198. doi: 10.31891/2307-5740-2019-274-5-197-200. 3. 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