The research results of the competitive capacity of enterprises’ formation through marketing strategies

Keywords: marketing; strategy; marketing activities; marketing strategy.


The article points out that without a developed and functioning marketing strategy, an enterprise engaged in the production of any goods or services will not be able to withstand competition, to act effectively in accordance with market requirements. Creating a new business, merging and acquiring, developing a new market niche, narrowing or expanding the product line, choosing suppliers and partners – all these and many other decisions are made within the marketing strategy. Marketing itself is defined as the management of development, production and sale of goods and services demanded by society carries a systematic approach to solving problems of obtaining the maximum effect from sales with minimal and commercial risks. It is also stated that one of the most common methods is matrix analysis of the business portfolio. In order to assess the the company’s competitiveness, the author used the McKinsey matrix. The matrix built by the consulting firm for General Electric is considered in part. The characteristic and marketing alternatives of strategic zones on the given matrix are given. Formation peculiarities of competitive positions at researched enterprises in the kitchen market with the help of marketing strategies are revealed. As a result of the scientific researches problem’s analysis the author has come to a conclusion that both investigated firms-competitors are in a zone of selective development. While choosing a marketing strategy, it is necessary to focus on the main features of the marketing strategy, such as: long-term orientation; based on the results of strategic marketing analysis; a certain subordination in the hierarchy of enterprise strategies; the market orientation of activity (in relation to consumers and competitors) is defined, and also on need of the further scientific researches of a problem.


1. Balabanova L. V. Stratehichne marketynhove upravlinnia komertsiinoiu diialnistiu pidpryiemstv : monohrafiia / L. V. Balabanova, A. S. Panchuk ; Donetskyi nats. un-t ekonomiky i torhivli im. M. I. TuhanBaranovskoho. – Donetsk : DonNUET, 2011. – 181 s.
2. Babchenko L.V. Stratehichnyi marketynh u systemi upravlinnia promyslovym pidpryiemstvom. Naukovyi visnyk Uzhhorodskoho natsionalnoho universytetu. 2017. Vyp.15. Ch.1. S. 11-15.
3. Holovchuk, Y.O. and Srednytska, L.P. "Marketing Commodity Policy is an Instrument for Increasing Enterprise Competitiveness". Ahrosvit. 2020. № 1. рр. 61— 68. DOI: 10.32702/2306-6792.2020.1.61, available at: http:/ / (Accessed 25 Feb 2021).
4. Demydenko S.L. Osoblyvosti stratehichnoho analizu seredovyshcha pidpryiemstva. Efektyvna ekonomika. 2015. № 9. [Elektronnyi resurs].- URL - (data zvernennia 4.06.2021 r.)
5. Zhehus O.V., Kryvosheieva N.M. Metodychni aspekty doslidzhennia marketynhovoho seredovyshcha pidpryiemstva. [Elektronnyi resurs]. URL: (data zvernennia 1.06.2021r.)
6. Zalizniuk V.P. Formuvannia efektyvnoi marketynhovoi stratehii eksportnoi diialnosti pidpryiemstva v umovakh yevrointehratsii : dys. kand. ekon. nauk : 08.00.04 / Zalizniuk Viktoriia Petrivna. Kyiv., 2016. - 256 s.
7. Kudenko N.V. Protses stratehichnoho marketynhu. [Elektronnyi resurs]. – URL: (data zvernennia 3.06.2021 r.)
8. Kobets D.L. Teoretychni pidkhody do formuvannia marketynhovoi stratehii na pidpryiemstvakh. Ekonomika i suspilstvo. 2017. № 13. S.502-506.
9. Kryveshko, O.V. (2020). Otsinka vahomosti konkurentnykh perevah. Efektyvna ekonomika, no. 2. DOI: 10.32702/2307-2105-2020.2.64
10. Marketynhovyi menedzhment konkurentospromozhnosti pidpryiemstva : stratehichnyi pidkhid ta systemni rishennia : monohrafiia / [O. V. Kendiukhov ta in.] ; za zah. red. O.V. Kendiukhova ; Donets. nats. tekhn. un-t, Kaf. strateh. upr. ekon. rozvytkom. – Donetsk : Skhid. vyd. dim, 2014. – 201 s.
11. Raiko D. V. Stratehichne upravlinnia rozvytkom marketynhovoi diialnosti : metodolohiia ta orhanizatsiia : monohrafiia / D. V. Raiko. – Kharkiv : VD «INZhEK», 2008. 632.
12. Riabukha I.S. Obgruntuvannia tovarnoi stratehii pidpryiemstva ta poshuk shliakhiv pidvyshchennia marketynhovykh pozytsii pidpryiemstva. Biznesnavihator Naukovo-vyrobnychyi zhurnal. 2014. № 3(35).12-18.
How to Cite
Mosiichuk, I., & Kashchuk, K. (2021). The research results of the competitive capacity of enterprises’ formation through marketing strategies. Herald of Kyiv Institute of Business and Technology, 47(1), 15-20.