Strategic enterprise management: customer-oriented approach

Abstract

The paper considers the theoretical foundations of the client-oriented approach of strategic management of the enterprise. According to the authors, this concept is to focus on indicators of consumer activity, as well as improving the level of service to each client and increasing the cost of it. The concept of customer orientation is the basis of competitiveness, sustainable development of the company by effectively adjusting the business processes of the organization in relation to customers. The strategy assessment process describes strengths, weaknesses, threats, and opportunities using SWOT-analysis and grouped using method PEST + M-analysis.
At the next stage, the internal environment was diagnosed (analysis of the competencies of the staff, the purchasing activity of customers, the state of the enterprise in the market) and the elements of the marketing mix of the company were analyzed. At the final stage, proposals and recommendations were formed based on the results of the preliminary analysis.