Open AccessENTERPRISE SALES MANAGEMENT BASED ON THE USE OF THE ISHIKAWA CHART
Author(s) -
С В Иванов
Publication year - 2021
Publication title -
priazovsʹkij ekonomìčnij vìsnik
Language(s) - English
Resource type - Journals
ISSN - 2522-4263
DOI - 10.32840/2522-4263/2021-2-43
Subject(s) - swot analysis , strengths and weaknesses , quality (philosophy) , computer science , marketing , business , process management , epistemology , philosophy
Marketing research at an enterprise is carried out by marketing units in order to determine a possible increase in the marketing activity of the enterprise. To identify the strengths and weaknesses of the sales management of the enterprise, the SWOT-analysis method was applied. A matrix of SWOT analysis of company's sales activity was built, which forms squares in the form of a combination of the following factors: "Strengths-Opportunities" (SO), "Strengths-Threats" (ST), "Weaknesses-Possibilities" (WO), "Weaknesses-Threats" (WT). The most significant intersections of the SWOT matrix factors of the analysis were analyzed, and it was proposed to use four types of strategies on their basis. To formalize cause-and-effect relations Ishikawa diagram was used. In the constructed diagram, the sales activity of the enterprise depends on 5 main groups of characteristics. It is suggested the management of sales activities of the enterprise based on the expansion of the target market, which is characterized by factors (linguistic variables) competitive environment (T1), market segmentation (T2), quality of advertising (T3), digital marketing (T4), product quality (T5) and sales activity (T6). Due to the great uncertainty of the factors influencing sales activities, a solution to the problem of sales management is proposed, which is based on the representation of the system in the form of a fuzzy cognitive map. Establishing links between input (T1,…, T5) and output (T6) vertices allows you to build a fuzzy cognitive map of the sales management process of the enterprise, in the form of an oriented graph based on the adjacency matrix. In the constructed model of the oriented graph all actions of factors (vertices) on each other are in an interval [0; 1]. Therefore, this model is presented as a structural model of the sales management process of the enterprise. It is concluded that a more accurate model can be constructed by giving the arcs of the oriented graph numerical values (weights). The weight of the arcs is interpreted as the force of influence of the factor, and the sign can be both positive (increase in influence) and negative (decrease in influence).