Open AccessMARKETING MANAGEMENT, PRICE ANALYSIS AND FORMATION OF THE STORE COMMUNICATION STRATEGY
Author(s) -
Kateryna Pilova,
С. Я. Касян,
V.I. Kusc
Publication year - 2021
Publication title -
economic scope
Language(s) - English
Resource type - Journals
ISSN - 2224-6282
DOI - 10.32782/2224-6282/170-9
Subject(s) - marketing , business , product (mathematics) , advertising , brand loyalty , competitor analysis , market share , marketing mix , loyalty , loyalty business model , service (business) , service quality , mathematics , geometry
Opportunities and threats to the enterprise’s activity in the floristic market of Ukraine in the form of EFAS analysis have been evaluated. High-end flowers in the Dnipro can be found only in boutiques, to which the Amadin store also belongs. Amadin’s prices are in the range of average market prices: lower than those of large competitors and higher than those of small retailers. When the price changes by 1%, demand changes by about 1.1%. Analyzed the strengths and weaknesses of the Instagram account @amadin_dp. In order to clarify consumer benefits and form a marketing communication strategy, marketing research was carried out in the floristic market of the city of Dnipro. The target audience of the survey: online customers, visitors to the store. Using a survey of store customers, the main consumer requirements for the product are determined: freshness, variety of assortment, professional floristic services. It is determined that the Amadin store has a fairly high competitive position in the floristic market of the Dnipro city. To create a polygon of competitiveness based on the questionnaire, the following criteria were chosen for comparison: price, appearance, location, additional services, delivery, advertising activity, uniqueness of offer, brand knowledge, brand loyalty, staff quality, and assortment breadth. Amadin leads the way in brand loyalty, additional services and delivery services, as well as the offer uniqueness. Brand knowledge and promotional activity are weak points. For growth of sales it is necessary to be recognizable in the market therefore it is necessary to pay considerable attention to marketing communications for increase in recognition of a brand and awareness of buyers on it. Formation of marketing strategy of the enterprise is carried out on the basis of definition of a Canvas strategic of the industry and creation of a McKinsey matrix. It was established that the competitiveness of goods in the segment is high – 8 points from 10. The matrix McKinsey is built. According to this matrix, Amadin is located in the quadrant, where the average market attractiveness and strong competitiveness, which means one of the most profitable business positions. It is advisable to choose a strategy of aggressive growth that is investment and business optimization.