The company in a market economy is the center of customer satisfaction. In conditions when the product supply exceeds the demand from the consumer market, the efforts of marketing specialists are aimed at studying what consumers want and what they are willing to pay money for. An effectively organized marketing activity of an enterprise consists precisely in the embodiment of their needs and requests in the creation of new products and the improvement of existing ones, the formation of prices for an assortment row, as well as in the construction of effective sales channels and the choice of ways to promote goods on the market.
The marketing activity of the enterprise consists in a comprehensive study of the market in order to identify the existing and forecasted demand for developing specific programs addressed to target market segments, the purpose of which is to strengthen the company's position in the market, increase sales, and, as a result, ensure a given profit margin. Thus, marketing at the enterprise represented by the marketing service is a kind of think tank - based on the information received from marketing managers, the production, research, marketing, personnel, financial policies of the enterprise are formed. So, on the basis of the forecast value of demand, a sales plan is formed, which acts as the basis for the development of the production program of the enterprise, which in turn determines the relationship with suppliers and the need for the workforce of the enterprise in the planning period.
Analysis of the marketing activities of the enterprise allows you to highlight its key functions: analysis of the current value of demand and its changes in the future; conducting marketing research aimed at studying the influence of environmental factors on the organization's activities with the aim of regulating the internal and external potential of the company and determining strategic behavior in the future; analysis competitiveness of the enterprise; formation of the product policy of the enterprise; formation of the pricing policy of the enterprise; formation of the channel marketing (product distribution strategies); development of a communication policy with consumers, the formation of programs for promoting goods on the market.
When choosing a marketing strategy, the leadership of most enterprises proceeds from the fact that the needs of customers are diverse and very different from each other, so it is almost impossible to create a universal product that satisfies all consumers at once. In order for the marketing activities of the enterprise to be effective and contribute to the achievement of the ultimate goal, i.e. provided profit, marketing specialists initially analyze the market capabilities of the company, then segment the market according to a number of criteria, evaluating and choosing the most attractive market segments. Then, having selected one or several segments for development, they decide on what properties and characteristics the product will be able to win its distinctive place in the market and in the minds of the customers who form this segment, i.e. develop a positioning strategy and implement it in a marketing mix. The marketing mix includes a set of tools that are at the disposal of marketers, with which they can influence the demand for their product from the market. The marketing mix is formed by the so-called 5 “Ps”: product, price, place of sale, promotion and staff. Analysis of the marketing activities of the enterprise allows you to evaluate what kind of response from the target market is the combination of 5 "P" in the marketing strategies and plans of the enterprise.
Thus, the marketing activity of the enterprise contributes to the rational expenditure of enterprise resources through the development of specific programs addressed to target groups of consumers, which ultimately leads to the achievement of the desired economic results of work, i.e. making a profit.