Development of logistic-oriented marketing strategy of production promotion of the enterprise

Authors: Frolova D.A.
Published in issue: #7(36)/2019
DOI: 10.18698/2541-8009-2019-7-505
Category: Economics and Production Organization
Keywords: enterprise, strategy, marketing, process, SWOT-analysis, ABC-analysis, XYZ-analysis
Published: 31.07.2019

The article presents the results of the analysis of the external and internal environment of the enterprise — the manufacturer of office equipment and a supplier of technologies for optimizing business processes and information management methods. The author determines the sequence of stages in the development of a logistics-oriented marketing strategy of production promotion of the enterprise based on the organization’s resource classification methods according to their importance (ABC-analysis) and the nature of consumption and the accuracy of forecasting changes in their demand during a certain time cycle (XYZ-analysis). The article was prepared on the basis of materials of the enterprise Ricoh Russia.

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