Концептуальні основи маркетингового планування підприємства в галузі ветеринарної медицини

Abstract

Кручиненко О.В. Концептуальні основи маркетингового планування підприємства в галузі ветеринарної медицини. В статті розглянуто теоретичні аспекти застосування маркетингу в комерційній ветеринарній діяльності. Розкрито стрижневі принципи та функції маркетингової діяльності ветеринарного підприємства. Проаналізовано основні маркетингові стратегії планування діяльності ветеринарного підприємства. Розроблено цикл маркетингового планування діяльності ветеринарного підприємства. Охарактеризовано головні етапи та особливості складання маркетингового плану діяльності ветеринарного підприємства.

Кручиненко О.В. Концептуальные основы маркетингового планирования деятельности ветеринарного предприятия. В статье рассмотрены теоретические аспекты применения маркетинга в коммерческой ветеринарной деятельности. Раскрыты главные принципы и функции маркетинговой деятельности ветеринарного предприятия. Проанализированы основные маркетинговые стратегии планирования деятельности ветеринарного предприятия. Разработан цикл маркетингового планирования деятельности ветеринарного предприятия. Охарактеризованы основные этапы и особенности составления маркетингового плана деятельности ветеринарного предприятия.

Kruchinenko O.V. Сonceptual foundations of marketing planning of veterinary enterprise activities. Under complicated market conditions, which have lately been formed in the country, we see, that agriculture is a profitable, but at the same time economically the most unstable branch. The aim of the research is the determining of the theoretical aspects of veterinary marketing, as a functional system, which performs the evaluation and prognoses the epizootic situation, nosological structure of animal diseases, consumers’ demands, the possibilities of the sellers of veterinary goods and services, making production and selling plans for the most efficient goods and services with the aim of receiving the maximal profits by both the owner and the buyer (user of veterinary goods). The marketing of business activities in the sphere of veterinary medicine is the concept of economic activities and management of the commercial activities of a veterinary enterprise or businessperson, oriented at the development conditions of the veterinary goods and services’ market, which formed the conjuncture and demands of the consumers – the owners of animals. Marketing planning of the veterinary enterprise activities is made on the basis of determining the internal factors and results of the analysis of the market external factors [6]. Thus, the investigating of the internal factors, the possibilities of veterinary enterprises lies in determining the following: the indices of production-selling activities and veterinary measures; tactics and strategy in trade, price, selling and communication policy; organizational structure of management; production expenditures; the results of financial activities; the directions of enterprise’s activities; strong and weak sides of enterprise’s activities for searching the ways of raising their efficiency and profitability. Correspondingly, the research of the external markets of veterinary goods and services includes: the studying of the market environment of a veterinary enterprise activities; analyzing the combined characteristics of the market, research conjuncture and prognoses; analyzing the demand (revealing and studying of the market segments, buyers of veterinary goods and consumers of veterinary services; analyzing the competition (revealing the present and potential competitors, studying the indices of their activities, aims, strategy, weak and strong sides, etc.); analyzing the state of the branch development, and also the forms and methods of rendering veterinary services; finding and studying of market segments. The main functions of marketing in the activities of a veterinary enterprise are the following: analytical, production, selling, the function of management and control. Thus, marketing planning of the veterinary enterprise consists not only in noting the desirable aims on the paper. Marketing planning is a constant process, the main aim of which is making the possibilities of the veterinary enterprise corresponding to the market possibilities, formed as a result of expedient actions of the enterprise, and also making the possibilities of the enterprise corresponding to those factors of the market, which are not controlled by the enterprise.