The marketing management system in an enterprise is affected by many factors: political instability, unpredictable external environment, changing competitive positions, and so on.
Enterprise marketing management is a big part of leadership work. It consists of two important elements: planning and marketing activities. The marketing management process at the enterprise is continuous and represents the observation of all changes in the external environment, the functioning of the marketing system and the identification of deviations between the actual and planned results of marketing activities.
Marketing management at the enterprise aims to ensure the most efficient use of material, financial and other resources.
Enterprise marketing management consists of four stages.
The first stage - an analysis of market opportunities is needed, which must be started only in order to establish the company's share in the commodity market.
The second stage - you should choose a target market. This name has the most profitable for a particular enterprise group of market segments or only one segment. And the activities of the enterprise are aimed specifically at them. Before choosing a target market, it is necessary to study consumers and market segmentation. Segmentation is the division of the market into groups of customers, which are characterized by the same reaction to the product and marketing efforts. The process of choosing the target market ends with what is called product positioning. This means that an ideal image of the product is being formed, and it also provides a desirable place not only in the market, but also in the minds of target consumers.
The third stage - a marketing mix is being developed, which is a set of parameters that are managed by the enterprise and used to most fully satisfy the needs of the target market. The marketing mix consists of such parameters as a product, its price, sales, its promotion on the market.
The fourth stage is planning and control. Planning is the process during which goals are set, strategies and clear paths for their implementation are established. It is divided into tactical and strategic. Control is needed in order to assess the level of implementation of plans.
Marketing management at the enterprise takes place under the conditions of different marketing structures - an integral part of the entire organizational structure of any enterprise, which is a set of enterprise services, as well as the organic links that exist between them, not only horizontally, but also vertically, that is, from the boss to the executor .
For the most effective marketing management, the marketing structure is crucial. At the moment, it does not have a universal scheme. Marketing departments are created on different bases.
Thus, the marketing system in the enterprise is exposed to a huge number of various factors. Marketing goals are always aimed at transforming the needs of customers into profit (income) of the enterprise and achieve specific results in certain markets. The direction and nature of the goals of the enterprise changes under the influence of the rapid pace of scientific and technological progress, the rapid change in consumer demand, the complexity of production and its growth and other factors. That is why marketing structures must be adaptable and flexible. But this is possible only if they can change their own organizational forms in the process of changing marketing strategies.