Integration of marketing and logistics management in modern business (on the example of «Barcom» Ltd)
Students Name: Struk Solomiia Romanivna
Qualification Level: magister
Speciality: Logistics
Institute: Institute of Economics and Management
Mode of Study: part
Academic Year: 2021-2022 н.р.
Language of Defence: ukrainian
Abstract: Struk SR, Dovgun OS (head).Integrationof marketingand logisticsmanagementinmodernbusiness (ontheexampleof «Barcom» Ltd- Master’s thesis. - National University "Lviv Polytechnic", Lviv, 2021. Extended annotation. The marketing and logistics potential of the enterprise is determined on the basis of monitoring the market situation with the help of rating assessments. Logistics is based on improving the efficiency of resource use, the development of approaches to logistics management through the development of the enterprise, focused on ensuring its competitiveness. And this is achieved by reducing logistics costs. Thus, marketing requires financial resources, and logistics optimizes them. If the company finds a balance in this operational moment, we can assume that it develops marketing and logistics management in its strategic and organizational structure[1]. Marketing is aimed at market research, advertising, psychological impact on the buyer, etc. [2] Logistics is primarily aimed at creating systems related to supply chains and control systems for their passage. The purpose of logistics is timely delivery of goods with a minimum of staff and materials. The main requirement of logistics to comply with this principle is, first of all, the high quality of raw materials, semi-finished products, goods and their components. The synergistic effect of marketing and logistics is manifested in the formation of the usefulness of the product, which is implemented by a set of tools. The level of responsibility plays a special role under such conditions [3]. Both logistics and marketing are part of the efforts to achieve the company’s goals and increase sales and are part of a systematic effort to achieve national goals. In general, they play additional roles in the cost system [4]. In order for a logistics company to be successful, it is important that there is a good relationship between the marketing strategy staff and the rest of the team, which is usually made up of logistics and sales people [5]. In this way, the marketing team will better understand the company’s differential in the logistics market, and logisticians will have a better idea of what auxiliary materials should be used when implementing in the future and which approach is best for each consumer. The study objectof the master’s qualification work is the systems of marketing and logistics management of “Barkom”Ltd. The subject of the research is theoretical-practical and methodical processes of integration of marketing and logistics management in the conditions of modern entrepreneurship (on the example of “Barkom”Ltd). The goal of the research is to theoretically and methodologically substantiate and develop practical recommendations for improving the marketing and logistics management of “Barkom”Ltd. Results of the research. The concept and role of marketing and logistics management in modern business are revealed. The peculiarities of strategic marketing and logistics in the conditions of modern entrepreneurship are substantiated. The peculiarities of marketing and logistics factors in the development of entrepreneurship are studied. The market of meat processing industry of Ukraine is studied. The analysis of indicators of financial and economic and logistical activity of "Barkom" Ltd is carried out. The analysis of marketing and logistics management of “Barkom”Ltd was carried out. The logistics activities of “Barkom” Ltd have been optimized. It is proposed to use the program ABM Retail, which is simple, convenient, intuitive and inexpensive, which allows you to fully automate the accounting of the enterprise. A system for improving the organizational structure of marketing management of «Barkom» Ltd has been proposed. The scientific novelty of the master’s qualification work is to optimize logistics and marketing management by implementing ABM Retail Cloud software for “Barkom” Ltd., which will reduce the balance of goods to 60% and increase turnover and number of customers by 30%. Keywords: logistics management, marketing management, logistics costs, logistics processes, meat products market. Reference 1. Struk N.R., Karpii O.P. (2019) Marketynhovo-lohistychne upravlinnia v umovakh suchasnoho pidpryiemnytstva. Zbirnyk naukovykh prats «Naukovi zapysky (Ukrainska akademiia drukarstva)», Lviv, № 2(59). S.126-134. (Seriia «Ekonomichni nauky»). 2. Bochko O.Y., Petryk I.V. 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