Improvement of the strategic enterprise management system on the territorial marketing.
DOI:
https://doi.org/10.31558/2307-2318.2020.1.9Keywords:
strategic management, territorial marketing, regional development strategy, economic zoning, old industrial, depressed regions, growth locomotives, technological patternsAbstract
The prerequisites for the development of strategic management at industrial enterprises of Ukraine are examined, the need for correction of the uneven distribution of production due to the presence of old-industrial, depressed, agricultural regions in the country is determined. The analysis of literary sources on the strategic management of enterprises, the development of territorial marketing, its application in the theory and practice of regional development.
The problems of scalability at enterprises have been identified, which are trying to cover the country at the national level, when ordinary workers work overtime, have already reached the point where staff expansion does not meet the needs of business efficiency. An approach to the application of economic zoning in the system of their strategic management based on territorial marketing is considered.
The aim of the work is the substantiation of theoretical provisions and the development of practical recommendations for improving the methods of strategic management of industrial enterprises based on territorial marketing.
It has been determined that territorial marketing has a universal treatment of tissue, as it promotes the development of industry, and the region is the place of origin of the product, and industrial enterprises act not only as a source of creating new jobs, but also as an active subject of public-private partnership, a recognized element of the «regional strategy development and territorial marketing» of certain regions of Ukraine, «locomotive of the regional growth», which introduces high technology into production, «pulls» regional economy towards sustainable development.
The prerequisites for the development of strategic management at industrial enterprises of Ukraine are examined, the need for correction of the uneven distribution of production due to the presence of old-industrial, depressed, agricultural regions in the country is determined. The analysis of literary sources on the strategic management of enterprises, the development of territorial marketing, its application in the theory and practice of regional development. The problems of scalability at enterprises have been identified, which are trying to cover the country at the national level, when ordinary workers work overtime, have already reached the point where staff expansion does not meet the needs of business efficiency. An approach to the application of economic zoning in the system of their strategic management based on territorial marketing is considered. The aim of the work is the substantiation of theoretical provisions and the development of practical recommendations for improving the methods of strategic management of industrial enterprises based on territorial marketing.
It has been determined that territorial marketing has a universal treatment of tissue, as it promotes the development of industry, and the region is the place of origin of the product, and industrial enterprises act not only as a source of creating new jobs, but also as an active subject of public-private partnership, a recognized element of the «regional strategy development and territorial marketing» of certain regions of Ukraine, «locomotive of the regional growth», which introduces high technology into production, «pulls» regional economy towards sustainable development.
A strategic management system based on territorial marketing has been formed, and opportunities for improving the efficiency of its work are given, sources of improving the level of service with low costs were identified due to the possibilities of organizational changes. Opportunities for gaining and consolidation in regional markets were also found, thanks to the determination of the economic opportunities of the regions using the tools of the territorial marketing complex.
The distribution of areas of responsibility of regional managers can occur on the basis of the distribution of customers by territorial basis around the Dnipropetrovsk, Kharkov, Donetsk, Kyiv, Poltava, Lviv, Odessa, Zaporizhzhya regions (there is an «Important +») by balancing between them and other areas from the group «Important –».
Due to the possibilities of organizational design based on territorial marketing, a regional development model of domestic enterprises was proposed, target market segments, opportunities for entry and consolidation in regional markets were identified, thanks to the localization of the marketing complex and the improvement of the quality of managers' work.
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