The effectiveness of the enterprise depends on the proper use of marketing tools. In the development of any enterprise, the analysis of marketing activity is an important link in the chain of success, in improving its financial condition. Work, as a rule, begins with a study of demand for products, markets, potential buyers and competitors, the level of market prices, assessing the availability of necessary material and technical resources.
Product Demand Analysis
An analysis of the marketing activities of the company will help determine the direction of development of business activity. Demand for products reflects the volume of services or goods that a consumer needs that he can purchase at a certain period of time at a certain price and in a particular market. An analysis of marketing activity reveals the level of dependence of demand for a particular type of goods, specific services on the price and quality of these goods, on the income level of buyers, on interest rates on deposits, on inflationary expectations, and the like.
Analysis of marketing activities makes it possible to develop the necessary strategy and tactics for the development of the enterprise, presents the rationale for plans and management decisions, monitoring the implementation of decisions and plans, identifies reserves for increasing the degree of production efficiency, opens up a real field for evaluating performance
Analysis of business activity of competitors
When an enterprise launches a new product, gives widespread advertising in broadcast media and in the press, giving consumers the opportunity to try a new product, in the hope of increased demand for it, competitors at this time are also on the alert and create some kind of informational occasion. Here at this time it is worth asking what actions of competitors can affect the level of sales.
In this case, a good analysis of marketing activities is necessary in order to understand and timely prevent possible losses with the right financial and organizational actions, in order to optimize business processes, increase the efficiency of their business innovative activity in conquering the market.
The effectiveness of marketing research may depend on the depth of research on a particular topic, the popularity of the topic, the time of a specific marketing research, as well as the geographic location of the enterprise being investigated.
Product Market Analysis
Market economy conditions make the most important economic and financial indicators of enterprises dependent on the state of the markets where the products of the enterprise are marketed.
Analysis of the marketing environment provides for the continuous monitoring of the position of each type of product in all markets over the past few years.
An analysis can show that in recent years, demand for certain products in the domestic market has fallen, its profitability has decreased, while demand for other products has increased, sales and profitability have been growing. This suggests the need for a detailed continuous analysis of the marketing environment, its development strategy and pricing policy.
When analyzing the markets for their products, marketing services should also study performance indicators, competitor production technology, and the quality of their products. Such an analysis will provide an opportunity for the enterprise to optimally and more reasonably forecast its activities, to find the most effective innovative directions for expanding its own niche in the market.
As a rule, the stage of enterprise growth is characterized by a long-term orientation; for the maturity stage, it is typical to make a profit in the short term. At the recession stage, discounts apply until new products appear.