УДК 339.138
V.I. KOVSHIK, student, NTU
«KhPI»,
PECULARITIES OF
BUSINESS-TO-BUSINESS MARKETING STRATEGY CREATION IN UKRAINIAN ENTERPRISES
В статье рассматриваются основные отличительные черты процесса маркетинга в сегменте business-to-business (B2B). Анализируется влияние различных факторов на процесс разработки маркетинговой стратегии для предприятий этого сегмента. Изложены возможные проблемы, возникающие в процессе стратегического планирования на украинских предприятиях B2B,
и предлагаются возможные пути их предупреждения.
У
статті розглядаються основні відмінні риси процесу маркетингу в сегменті
business-to-business (B2B). Аналізується вплив різних чинників на
процес розробки маркетингової стратегії для підприємств цього сегмента.
Викладені можливі проблеми, що виникають у процесі стратегічного планування на
українських підприємствах B2B, і пропонуються можливі шляхи їх
попередження.
In the article the main distinguishing
characteristic of business-to-business (B2B) marketing process are considered. Impact of various
factors on the process of marketing strategy creation for enterprises of this
segment is reviewed. The possible problems occurring in the strategic planning
process at Ukrainian B2B enterprises are outlined and ways of their avoidance are
proposed.
Nowadays in conditions of strong competition on
domestic and international markets many companies understand the necessity of
effective marketing strategy creation. Marketing strategy is the planning and
implementation of various marketing activities that are subject to the
achievement of the company. The marketing strategy is an integral part of
overall company’s strategy, defining the main areas of activity in the market
for consumers and competitors. The successful marketing strategy implementation
is critical point on the way to the effective and profitable company’s performance.
And in conditions of business-to-business market, where companies sell their
products or services to other companies or organizations, the managers’ ability
to make right marketing decisions is crucial for firms’ success.
Problems of business-to-business marketing (b2b marketing, business
marketing, industrial marketing) were studied by such
scientist as P. Kotler, R. Dwyer,
J. Tanner, W. Pfoertsch, I. Michi
and others. In their works different aspects of business marketing were
considered in detail. However, in Ukrainian scientific literature and
specialized publications, the theme of B2B marketing strategy creation is not
completely developed and should be the subject of consecutive studies. This
fact and complexity and importance of such problem cause an urgency of a theme
of given article.
Therefore, the objectives of this article can be defined as
follows: to review main peculiarities of business marketing and features of
respective marketing strategies, to find out the possible issues which may
occur during strategy creation on Ukrainian enterprises and to propose ways of
their overcoming.
In the case if choosing the marketing strategy and formulating objectives
for enterprises in many industries, it is needed to understand the main
distinguishing characteristic of business-to-business marketing and its
differences from consumer marketing (B2C – business-to-consumer).
Business маркетинг
is characterized by supporting of shorter supply chains than in the case of
consumer marketing. Business marketing, like the general marketing, is based on
the basic marketing principles [1, 2]:
-
product must meet the needs of the
target group
-
price and product positioning must be
compatible with the relevant market of similar goods
-
communication
and sales method should effectively show the product’s advantages for the
target group.
In comparison with the market of consumer goods
(B2C), in B2B market there are fewer buyers, these buyers are larger and often
more closely concentrated geographically.
The major consumers in such markets are the
following subjects [2]:
-
companies that consume products or
services,
-
government institutions, ministries
and institutions,
-
institutions that are state and
municipal property,
-
sales
intermediaries.
Obviously, this list may vary depending on the
industry.
B2B Market is characterized by more complex decision-making about the purchase.
It is collectively, not individually, not based on emotions of specific person
but on the the technological needs of production or
service providing process, it is more protracted, and often it is more
dependent on the reputation of the supplier company [2, 4].
Companies specialized in business marketing have a small portion of
their marketing budgets to spend on advertising, and mainly in this process
direct mailings and advertising in industry publications are used. Despite the
fact that advertising in specialized media usually is limited, it is one of the
most efficient contracting factors [5]. Also the product presentation at the
trade shows is widely used. Feasibility of branding in B2B market is determined
by how the brand will separate from competitors, and how quickly and
effectively it can be implemented [3].
In developing B2B marketing strategy there is one more fact that must
take into account. It is that in the conditions of competition in some sectors
manufacturers often conceal information about their prices, clients and
production volumes. And information on government statistics, such as market
volume or external transactions may be unreliable due to significant share of
«shadow» activities.
The constant market changes, global competition make the requirements
for response to all companies and business functions more stringent, but, as
analysis of specialized publications shows, a large number of Ukrainian
companies have found themselves unprepared for this. It is just because of that
their marketing function is very weak. As a result they cannot effectively
compete on the market with other companies, especially foreign, which use more
applicable approaches in marketing strategy creation and implementation, while
our enterprises are still conservative in B2B sphere.
The major difficulties in developing industrial marketing strategies in
general case and in Ukrainian business situation particularly are related with
the following factors:
-
lack of reliable information that can
be used for strategic decision making process, due to peculiarities of
companies’ policy (most companies in B2B segment hide their incomes, clients,
terms of additional services; state statistics is not taking into account all
operations on markets), that cause wrong interpretation of current market
situation and wrong evaluation of company’s place on the market;
-
low orientation on consumer’s needs;
-
prevalence of personal promotion
among existing and potential clients, that decrease the effectiveness of
marketing, unwillingness to extend the business;
-
low qualification of marketers particularly
in B2B marketing
It is obvious that the most of these problems are of informational
character. It is possible to recommend the following steps to avoid such
problems or to reduce their impact on the process of strategic marketing
decision making. It is might be recommended to improve a market data gathering
system; to provide qualifications improvement techniques for managers; to widen
usage of modern promotion methods like internet promotion, direct mail etc.
instead of personal presence of supplier [4]; to reconsider the existing
approaches of determination and improvement of competitive advantage on
domestic and foreign markets.
It is possible to conclude that marketing strategic planning systems on
Ukrainian enterprises in B2B segment require instant improvement and further
development, because of their critical importance for increasing of
competitiveness of enterprises on domestic and international markets. In the
result of this investigation the peculiarities of business-to-business
marketing strategy creation process were considered, the possible problems
connected with this process at Ukrainian enterprises were explored, the need to
overcome such issues was accentuated and the possible ways of such overcoming
were outlined.
Bibliography:
Надійшла до редколегії 17.02.11