Congruent marketing product strategies of the enterprises

Economic Annals-ХХI: Volume 163, Issue 1-2, Pages: 75-78

Citation information:
Natorina, A. (2017). Congruent marketing product strategies of the enterprises. Economic Annals-XXI, 163(1-2), 75-78. doi: https://doi.org/10.21003/ea.V163-16

Alona Natorina
PhD (Economics),
Senior Lecturer,
Donetsk National University of Economics and Trade named after Mykhailo Tuhan-Baranovsky
16 Ostrovsky Str., Kryvyi Rih, 50005, Ukraine
alyonanatorina@gmail.com
ORCID ID: http://orcid.org/0000-0001-6367-879X

Congruent marketing product strategies of the enterprises

Abstract. Introduction. Only goods of high consumer appeal are more competitive. They can provide sustainable benefits in terms of an enterprise’s existence and effectiveness of its capacities, which enables the enterprise to achieve its strategic objectives. Therefore, today the issue related to the choice of an effective congruent marketing product strategy for the enterprise is of top priority. The purpose of the article is to justify the scientific and methodical approach to the determination of a congruent marketing product strategy based on consumer preferences of the trademarks.

Results. The article defines the key role of the marketing product strategy in order to provide sustainable business development. The author of the article has suggested a scientific and methodological approach to define the congruent business marketing product strategy, taking into consideration the customer preferences and the effectiveness of business subsystems. With regard to the specified values of the integrated evaluation of the consumer preference satisfaction degree in the market and the integrated evaluation of the enterprise subsystems effectiveness, the marketing commodity strategies at the functional level for the companies engaged in the production of 29 trademarks of the refined sunflower oil in Ukraine have been defined. Conclusions. It has been established that the determination of the marketing congruent commodity strategy allows the enterprise to define its further steps in the market taking into account the financial and economic state and assessing the degree of consumers’ satisfaction. Such features reduce the risk associated with the implementation of unsuccessful business activities in the market.

Keywords: Congruent Marketing product strategy; Trademark; Consumer Preferences; Efficiency of Subsystems; Integrated Evaluation; Cooking Oil; Edible Oil Trademarks; Sunflower oil Producers; Edible Oil Consumers

JEL Classification: L10; M31

DOI: https://doi.org/10.21003/ea.V163-16

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Received 15.11.2016