Directions research and substantiation for the marketing activities development at Lviv Regional Organization of the Trade Union of Automobile and Agricultural Machinery Workers of Ukraine
Students Name: Hnativ Nataliia Viktorivna
Qualification Level: magister
Speciality: Marketing
Institute: Institute of Economics and Management
Mode of Study: part
Academic Year: 2023-2024 н.р.
Language of Defence: ukrainian
Abstract: A modern enterprise operates in difficult conditions of instability and unpredictability. An important place in the study of the operating conditions of the enterprise is the analysis of its marketing activity [1]. The marketing activity of the enterprise in modern business conditions must quickly and flexibly respond to constant changes in the marketing environment. The use of marketing at enterprises has gained wide popularity and is an integral part of the activities of most enterprises [2, p. 332]. The objective necessity of researching the problems and trends of the non-commercial sphere is determined by the importance of the contribution of its subjects to the social, ecological and economic development of the state [3]. It is time to reform the trade union movement and update the personnel of the governing bodies of most trade unions in Ukraine. Trade unions also need the formation of a theoretical and practical basis for their activities based on marketing principles [4]. The main advantage of using Internet tools, such as mailboxes, websites, social networks, is the low cost of communications, the ability to reach a large audience without the help of professional journalists and reach hard-to-reach market segments. In addition, technological development has made it possible to provide services of non-profit institutions and organizations at a qualitatively new level, the development of technologies contributes to the development of new ways of communication with target audiences, for example, using mobile gadgets and the Internet [5]. The study of directions for the use of marketing tools in the non-profit sphere, practice and influence on the activities of non-profit enterprises and organizations is an urgent task. Study object - marketing activity of the Lviv Regional Organization of the Trade Union of Automobile and Agricultural Machinery Workers of Ukraine. Scope of research theoretical and methodological principles regarding the formation of marketing activities of non-profit institutions and organizations. Goal of research: research of the market of non-profit institutions and organizations of Ukraine, formation of marketing activities on it of the Lviv regional organization of the trade union of workers of automotive and agricultural engineering of Ukraine and justification of directions for its improvement. The research findings. The Lviv Regional Organization of the Trade Union of Automobile and Agricultural Machinery Workers of Ukraine belongs to non-profit organizations. The studied trade union takes an active part in the work of the Public Council under the Lviv Regional State Administration, provides proposals for the revival of the automobile and agricultural machinery industry in the Lviv Region. Analysis of the market of non-profit institutions and organizations of Ukraine proved that the main problems that hold back their development are insufficient funding and a lack of understanding of the conceptual foundations of marketing strategic management. An effective way to solve these problems is the implementation and active use of marketing management methods, which ensures comprehensive and integral management of the development of non-profit institutions and organizations. A survey was conducted in September. For 57% of respondents, the presence of a trade union at an enterprise or educational institution is not very important or not important at all. A significant number of respondents know about the results of the trade union movement in the world (81%) and only 46% of the respondents know about the results of the trade union movement in Ukraine. Activation of information activities can popularize the trade union movement, according to 81% of respondents. As a result of the research, it was proposed to carry out a SWOT analysis of the Lviv Regional Organization of the Trade Union of Automobile and Agricultural Machinery Workers of Ukraine. According to the SWOT analysis matrix, a strategy was chosen that uses the internal strengths of the enterprise to protect against external threats. According to the constructed McKinsey matrix, the trade union’s activities fell into the zone of selective development and the zone of harvesting, corresponding strategies were proposed. It is proposed to create the trade union’s own website on the Internet. Key words: marketing activity of the enterprise, the market of non-profit institutions and organizations, trade union activity, SWOT analysis, communication activity. References. 1. Rzayev H.I., Korol?chuk I.I. Upravlinnya marketynhovoyu diyal?nistyu pidpryyemstva ta napryamy yiyi udoskonalennya. Visnyk Khmel?nyts?koho natsional?noho universytetu. 2019. № 5. S. 195-198 2. Konoplyannykova M.A. Upravlinnya marketynhovoyu diyal?nistyu: ponyattya, pryntsypy, pidkhody. Hlobal?ni ta natsional?ni problemy ekonomiky. 2017. № 17. S. 332–336 3. Borysova T.M. Marketynh nekomertsiynykh orhanizatsiy u rozrizi sfer diyal?nosti: teoriya i praktyka: Monohrafiya. Ternopil?: Aston. 2015. S. 284 4. Kas?yan O.V. Profspilky v Ukrayini ta za kordonom: istorychnyy dosvid, suchasnyy stan i perspektyvy. Istoriya, suchasnyy stan ta perspektyvy profspilkovoho rukhu u sviti. Zbirnyk materialiv Vseukrayins?koyi naukovo-praktychnoyi konferentsiyi (26 kvitnya 2018 r.). S. 25-29 5. Borysova T.M. 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