THE INFLUENCE OF MARKETING COMPLEX (STRATEGY) ON INCREASING OF THE COMPETITIVENESS OF METALLURGICAL PRODUCTS IN FOREIGN MARKETS

Abstract

The article is devoted to raising the level of competitiveness by the using of modern marketing tools and digital technologies. The used terminology to determine the concept of competitiveness is explored, namely, the generalized definition of the concept of competitiveness of goods and the competitiveness of products as an object of management. It is revealed that the proposed conceptual scheme of product competitiveness management on the basis of marketing strategy will allow commodity producers to form a system for managing the competitiveness of products more rationally. In order to achieve the goals and objectives for the promotion and marketing of products at the enterprise, the marketing staff must independently plan their actions, and also quickly adapt to the conditions and situation that arose in the process of establishing contacts with the consumer in the interests of the manufacturer. Direct marketing is a relatively popular way of promoting products, as it enables to inform the target and potential consumers in a short time, among which there are the main enterprises that sell products on the domestic market. Using direct marketing in product promotion allows you to establish close communication of the sales manager of enterprise with consumers of its products. An important part of the process of forming a marketing strategy for steel enterprise is the evaluation of its efficiency, which is carried out at the last stage, based on the results of the analysis of the marketing environment. The main purpose of this stage is to determine the effective implementation and select an effective marketing strategy.