УДК 339.13.024
Efremenkova Nadia Andrijivna
Cherkaskyi cooperative economic and law colledge
Cherkasy city
MARKETING AS ENCHANCING INSTRUMENT OF DOMESTIC ENTERPRISES
The article investigates the mechanism of using marketing tools to optimize the transformation processes in the enterprise sector of light industry, such as clothing.
Keywords: economic transformation, index of industrial production, competitiveness, competitive advantage, innovation, customer satisfaction, customer loyalty, benchmarking.
Introduction. Ukraine among the countries with transitional economies. [1] The transition of our country to a market economy characterized by complexity of social and economic relations, constant changes, movement, updating and development. Economic transformation is an integral part of the deep fundamental changes in society - in politics, public-administrative structure, as well as in ideology, domestic and foreign policy. Completion of the foundations of the social market economy - the ultimate goal of market transformation in post-socialist countries, which is also Ukraine. All changes in the transitional economy towards a market economy is amended development. Mechanism of regulation of the market economy is in accordance with economic laws, which are realized through the economic interests of the market. Characteristic features are: private property, limited role of government, freedom of choice, price mechanism, marketing management system of production flexibility.
Positive shift towards a market economy is a free market, the intensification process of entering foreign markets, establishing economic ties with other countries. The negative is negligible Ukraine's participation in the integration processes of globalization occurring in the world economy, the gap of economic ties, the lack of investment in the industry, the suspension of state programs of industrial development in Ukraine.
Socio-economic development of Ukraine depends largely on the degree of development of light industry, such as sewing. However, in recent years the industry light industry, unfortunately, is flawed. Impedes the development of light industry and prevent its lack of regulatory framework to protect the domestic market from smuggled goods, uncontrolled import of goods, loss of markets due to curtailment of wholesale and wholesale transfer of trading on markets, lack of working capital, medium-and long-term loans on favorable terms; failure of strategically important raw materials for the industry [2].
The problems of Light Industry of Ukraine, which require urgent solutions include: saturation of the domestic market substandard cheap imported products, including products "second hand", the complexity and increase the cost of customs clearance of export-import operations, lack of raw materials of domestic origin, the high cost of energy . Hindering the development of light industry of Ukraine low purchasing power of the population.
It is time to move from searching and discussions on development of light industry of Ukraine for their immediate action.
The aim of the article is to study the mechanism of using marketing tools to optimize the transformation processes of enterprises in light industry, including sewing, research ways to accelerate improvements in business clothing companies, allowing them to get closer to the production of world level, and will boost the competitiveness of the industry and State.
The results of research. According to official data of the State Statistics Committee of Ukraine [3], for the years 2001-2009 light industry worked with a decrease in production, but the data for 2010 and 2011 show some positive changes, indices of industrial products increased [Table 1].
Table 1
Indixes of industrial production 2007-2011
Код КВЕД / percent of the previous year2007 / 2008 / 2009 / 2010 / 2011
Manufacture of textiles, clothes, furs and fur products / DB / 97,0 / 88,2 / 72,0 / 109,5 / 108,6
Textile industry / 17 / 112,4 / 92,1 / 72,6 / 116,9 / 110,6
Manufacture of wearing apparel, fur and fur products / 18 / 89,7 / 85,8 / 71,6 / 104,7 / 107,1
Manufacture of clothes / 18.2 / 89,1 / 85,1 / 72,0 / 104,8 / 106,0
Improving the efficiency of light industry in the long term is subject to investment and implementation of innovation, improvement of legislative business, creation of conditions for free competition, eliminating the deficit strategically important industry raw materials. [4]
In 2011 imports exceeded exports by 1,228,408 thousand dollars. USA (2.0 times) the volume of imports compared to 2010 decreased by 125,328 thousand dollars. United States (4.9%), exports increased by 148,629 thousand dollars. United States (13.9%). In 2011 the volume of imports of goods of light industry compared to 2010 decreased by 4.9 percent and 2.0 times exceeded their exports.
However, due to the overall opacity market, unregulated imports and unequal competition, light industry goods imported to Ukraine in such quantities as to cause serious injury to domestic enterprises of light industry production volumes are declining, and some of them are forced to stop their production activities. The big threat to domestic light industry are smuggling goods to Ukraine. According to some experts smuggled products is about 70% of the market.
The countries engaged in the most aggressive policy to export their goods of light industry belongs China. Imports to Ukraine finished goods of light industry of the People's Republic negatively affect production activities of domestic producers. Imported in 2010 garment sewing and knitting to 351,160 thousand dollars. USA, in 2011 - to 230,485 thousand dollars. USA.
To provide a positive impetus to enterprises of light industry in the new Tax Code provides exemption of domestic light industry from income tax for a period of ten years (with the exception of companies operating under tolling scheme - their tax "holidays" are valid until 2012). This means that investments will be directed into production.
In Ukraine, about three hundred garment factories, but 90% of them are run by tolling scheme. Qualification of Ukrainian sewers allows you to create technologically sophisticated products, as a result of our manufacturers are working on the European market, annually sent there about a million pieces of finished products brands Hugo Boss, Triumph, Prada, Benetton, Marks & Spencer, Zara, Max Mara, Laura Ashley.
On the one hand, domestic producers satisfied tolling scheme - no problems with sales, timely remuneration. But low wages - staff factories are actually cheap labor, and this fact is not conducive to creative inspiration employees.
Low solvency own population limits the development of enterprises, encourage Ukrainian manufacturers focus on international trade. The conquest of new markets is subject to availability of competitive products. The company may raise its competitiveness in three ways. The first way - an attempt to change the market environment - means making efforts in lobbying their own interests, benefits, or special conditions of sale, setting entry barriers. The second way - weakening competitors - causing actions by poaching experienced professionals capture channels of distribution, absorption dangerous rivals. Given the principles of social and ethical marketing and European vector of Ukraine becomes clear the futility of these two pathways. The third way involves the improvement of the business and strengthen its position. Ways to improve the quality characteristics of the product is the most attractive from the point of view of society in general and consumers in particular. This approach is based on increasing the usefulness of the product, which can increase, affecting the quality of the product, its price, and the process of perception of the product by the consumer.
Therefore, businesses have the opportunity to create a significant competitive advantage in the case of the embodiment of innovation related to the three levels of product: meeting basic consumer needs, improve product quality, layout, use of the trademark, modern packaging, quality after-sales service. Another way to create a competitive advantage is to reduce costs without sacrificing utility. It is necessary to implement innovations that will improve the organization of processes in the enterprise, technological innovation, the use of modern materials.
Some progress in this direction has reached Cherkassy Garment Factory "Space", which produces clothing brand «Space For Ladies». With the implementation of modern technologies, design development women's clothing factory differs markedly high aesthetic properties. "Space" successfully sells its products in Ukraine and Russia. Due to the used capacity and implement specific steps the company takes its deserved place in the market, goes to a higher level of utility, is able not only to study consumer preferences and to meet them, and begins to form specific needs, creating a demand for their goods.
Innovativeness has marketing background. Innovative conversion can increase profit margins, promotes concentration of capital within the industry. Analysis has shown that today, in 2011, introduced innovative technology companies 12.8%, in 2010 - 11.5%, respectively, in 2009 - 10.7% [5].
Finding ways to gain competitive advantage requires the use of marketing theory, which allows to evaluate possible solutions with regard to the quality of the marketing environment of domestic enterprises. Implementation of marketing in the transformation of economic relations is a positive sign of society can bring it to a new level.
Consumers in Ukraine gradually begins to take its rightful place - becomes the central figure in the market. Understanding that effective cooperation with customers is the foundation of successful entrepreneurship, encourages producers to study consumer behavior and their preferences. Observing the use of modern marketing tools simple to see that marketing recently created "symbiosis" with psychology and sociology.
Deeper understanding of consumer - the task is difficult, at present there are significant changes in consumer behavior - an increase of skepticism, increasing complexity, weakening loyalty to the company as a result of the alleged benefits disparity goods to the real state of things. "The consumer has changed beyond recognition, and marketing - either" [6].
Satisfaction of consumers as cognitive sense of adequacy of remuneration for that fee, which is introduced by the product, as a result of use, estimated value of the goods to the expectations of the input board, characterizing its final state arising from consumption. On the other hand, customer satisfaction is a certain psychological processes, resulting in some overall consumer rating that indicates positivity expertise to expectations. Satisfaction comes as a result of the decision to purchase, use commodity spot sales. Satisfaction is largely due to previous expectations and their subsequent confirmations. Customer loyalty is dependent on their satisfaction [7].
Topical at the present stage is to use non-traditional approaches to the study of consumer opinion. Outlets clothing companies that can create maximum comfort when choosing clothes can play an important role. For most consumers leading motives are formed at the level of complex emotions, perception and sense of smell, psychosomatic reactions, social norms, genetic structures, visual and metaphorical images that can not be conscious evaluation. Using emotional perception of clothing with vivid images selectable using the subconscious.
Using this method can greatly promote the manufacturer towards customer satisfaction, identify latent reaction product produced thereby reinforcing attention to the product.
Aware person or not, but the cultural environment shapes our self-image, form relationships with others, needs and ways to meet them. Belonging to a particular culture is through socialization on normative patterns in thinking, emotions and behavior.
Light industry is part of the modern fashion industry, and the objective factor is that modern fashion industry is based on forecasting and planning, but not on the settlement of the existing trends. Changes in clothing styles are known six months before its appearance in stores.
For millennia, mankind talked language of clothes. Apparel showing a side of life that causes intense feelings, pleasant or unpleasant. Meanwhile, in which people dressed, she tells others important information about yourself. Fashion reflects the habits of the time, and the consumer dreams of elegant clothes. Since then, as fashion production turned in economics, fashion designers each season offering an amazing selection of styles.
Right will move from criticism Chinese imports and "second-hand" to raise in its own consumer taste and self-esteem.
The potential for positive change field large enough. Since independence, Ukraine fully formed whole cohort of local fashion designers, some of which already make sure steps on world podiums. Combining their efforts to educate the customers' tastes and the development of modern clothing patterns with the efforts of domestic enterprises for the benefit of Ukraine will enable push the market shoddy products that no longer meet the domestic consumer.
Designer Lily Buchanan develops collections for TM POUTOVIT and POUSTOVIT for Alelier 1. Her clothes are sold in stores in London, Tokyo, Seoul, Moscow, St. Petersburg and Kiev. In 2004 Lilia Buchanan elected president of the Ukrainian Fashion Council (Ukrainian Fashion Council), from 2008, she is the head of the Expert Committee of the Ukrainian Council of Fashion.
Andre Tan as a designer began working in Cherkasy. Since the birth of the brand collection from ANDRE TAN were presented not only in Ukraine, but also in the Fashion Week in Russia, Germany, Latvia, Bahrain and China.
Clothing and accessories from Irina caravan combining unique combinations copyright ideas and folk traditions, modernity and history.
Olga Gromov - designer brand GROMOVA DESIGN - one of the founders of modern Ukrainian fashion industry, creating corporate clothing for "Philip Morris", "Interbrew", "British Tobacco" and "Halahar."
Designer Victoria Gres many years devoted developing technology copyright dyeing and finishing of fabrics, using vintage lace, but do not live their reading, and the adaptation and creation on the basis of their paintings and drawings for brand Victoria Gres. In combination with vintage fabrics - lace, embroidery, fabrics rarity - it allows you to create modern collections enriched peculiar historical train.
Style Roksolany Bogutska - a combination of elegant luxury and bold contemporary Ukrainian amazing blend of ethnic motifs and modern fashion trends. It embodies Ukrainian color in their costumes.
Oksana, one of the most famous designers of Ukraine, a member of the Ukrainian Fashion Syndicate.
Problem enterprises - promoting his products at a highly competitive, so useful and cheaper in advance to explore the possible public reaction to the company's products. That is why one of the most important and dynamic elements of modern civilized market mechanism is directly associated with the research and the formation of demand and supply of goods can be considered public relations. Effective can be a conference for journalists, press releases to the media, non-profit articles in the press and television coverage, Radio-reporting, annual reports on activities undertaken for the benefit of the state and the consumer mass actions not on the profile of the company. The more open position of the enterprise, the more confidence gets, the more loyal consumers, especially showing affection. Assistance in this is a page on the Internet, fashion models, charity.