DIPLOMA Organization of marketing activities in the company
Replenishment date: 10.09.2009
Content: 90910214148440.rar (227.34 KB)
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Description
Introduction …………………………………………………………………… 4
I. Methodological approaches to organizing marketing activities ……………………………………………………… ... ... ... 8
1.1. Concept and functions of marketing research ……………… 8
1.2. The essence of the marketing strategy ... ………………………… ... 21
1.3. Marketing tactics ………………………………… ..25
1.4. Organization of marketing control ………………………… ..31
II. Research and analysis of the organization of marketing activities in the company "Teplyi Dom" ………………………………………… .38
2.1. Carrying out marketing research at the company …………… 38
Analysis of the factors of the macroenvironment of the enterprise …………………… ... 38
Analysis of the meso-environment factors ………………………………………. 48
Investigation of the microenvironment of the enterprise ………………………… ..66
2.2. Characteristics of the company "Teplyi Dom" .............................................. 68
Production and sale …………………………… ... ………… ... 69
The objectives of the company ……………………………………. ..71
Prospects for the development of the company ………………………………… ..72
2.3. Marketing strategy of the company ………………………………… ..78
III. Improving the organization of marketing activities at the enterprise LLC ITC "TEST-WAT" ......................
3.1. The main directions of improving marketing activities at the enterprise LLC EC "TEST-WAT" ... ... ... .. ... 80
SWOT Analysis ………………………………………………… ..… 83
Assessment of the readiness of the enterprise to implement the marketing strategy …………………………………………………………… .87
3.2. Justification of measures to improve the management of the Teplyi Dom company ……. …………………… .... 91
Recommendations for developing a brand for the Teplyi Dom company… .91
Sales development program of the company LLC IC "TEST-WAT" ……………………………………………… 93
Algorithm for implementing a program for building a sales system ... .97
Marketing support and advertising compensation program99
The program of motivation of employees for sales of partners "Teplyi Dom" ……………………………………………………… .101
Conclusion ………………… ………………………………………… .103
References
application
I. Methodological approaches to organizing marketing activities ……………………………………………………… ... ... ... 8
1.1. Concept and functions of marketing research ……………… 8
1.2. The essence of the marketing strategy ... ………………………… ... 21
1.3. Marketing tactics ………………………………… ..25
1.4. Organization of marketing control ………………………… ..31
II. Research and analysis of the organization of marketing activities in the company "Teplyi Dom" ………………………………………… .38
2.1. Carrying out marketing research at the company …………… 38
Analysis of the factors of the macroenvironment of the enterprise …………………… ... 38
Analysis of the meso-environment factors ………………………………………. 48
Investigation of the microenvironment of the enterprise ………………………… ..66
2.2. Characteristics of the company "Teplyi Dom" .............................................. 68
Production and sale …………………………… ... ………… ... 69
The objectives of the company ……………………………………. ..71
Prospects for the development of the company ………………………………… ..72
2.3. Marketing strategy of the company ………………………………… ..78
III. Improving the organization of marketing activities at the enterprise LLC ITC "TEST-WAT" ......................
3.1. The main directions of improving marketing activities at the enterprise LLC EC "TEST-WAT" ... ... ... .. ... 80
SWOT Analysis ………………………………………………… ..… 83
Assessment of the readiness of the enterprise to implement the marketing strategy …………………………………………………………… .87
3.2. Justification of measures to improve the management of the Teplyi Dom company ……. …………………… .... 91
Recommendations for developing a brand for the Teplyi Dom company… .91
Sales development program of the company LLC IC "TEST-WAT" ……………………………………………… 93
Algorithm for implementing a program for building a sales system ... .97
Marketing support and advertising compensation program99
The program of motivation of employees for sales of partners "Teplyi Dom" ……………………………………………………… .101
Conclusion ………………… ………………………………………… .103
References
application