Open AccessThe strategy of the combined sales as the modern instrument for enhancing the product distribution planning of enterprises on foreign markets
Author(s) -
Yuliia Chyrkova,
Леся Билец
Publication year - 2021
Publication title -
ekonomìka, fìnansi, pravo/ekonomìka. fìnansi. pravo
Language(s) - English
Resource type - Journals
eISSN - 2786-5517
pISSN - 2409-1944
DOI - 10.37634/efp.2021.10(1).9
Subject(s) - business , marketing , distribution (mathematics) , product (mathematics) , context (archaeology) , marketing strategy , commodity , promotion (chess) , globalization , intermediary , industrial organization , economics , market economy , mathematical analysis , paleontology , geometry , mathematics , finance , politics , political science , law , biology
Nowadays, sales activities are a determining component of the competitiveness of almost every enterprise engaged in foreign economic activities. In modern economic conditions and the strengthening of the world globalization process, more and more attention is paid to the distribution of export-oriented products as the main component of the enterprise marketing activities. To implement efficient distribution of products, first of all, it must be well planned. It's considered that it is exactly planning, which is the most important condition for the effective implementation of the marketing activities of the exporting enterprise.The aim of the work is to determine the essence of the combined sales strategy as an up-to-date tool for improving the planning of the products distribution at enterprises in the context of the intensification of activities in foreign markets. The analysis of the latest research and publications has been carried out. The “products distribution” concept is presented as the main component of the enterprise marketing activities. In general, product distribution is an enterprise's activity aimed at overcoming the spatial, temporal and quantitative commodity differences between the production and consumer spheres, which also includes the transfer of ownership of products to meet the needs of consumers and achieve the company's goals in target markets. Meanwhile, the combined marketing implies a combination of direct and indirect methods of the commodities promotion, that is, a manufacturer can form his own sales network, but at the same time does not refuse the services of intermediaries. The advantages and disadvantages of using this method for manufacturing companies were listed. It also describes the conditions under which it is advisable to use the strategy of combined sales, especially it concerns the companies in the conditions of export activation. The factors influencing the implementation of the combined sales strategy by the enterprise in the context of the intensification of activities in foreign markets are presented.