Tag: стратегія

Annotation: Introduction. In modern market conditions, the effectiveness of marketing communications has become a decisive factor in the success of enterprises. Increasing competition and rapid changes in consumer preferences require companies to constantly improve their communication strategies. Evaluating the effectiveness of these measures helps not only to optimize costs but also to enhance audience engagement. This article proposes a systematic approach to analyzing marketing communications, incorporating both quantitative and qualitative methods. Purpose. The aim of the study is to develop an effective methodology for assessing the performance of marketing communication strategies in enterprises. The primary focus is on combining financial metrics (ROI, CAC, CPC) with qualitative analysis methods, such as the NPS index and focus groups. Materials and Methods. To achieve the objective, a mixed methodological approach was employed, including:quantitative analysis, which allows for evaluating the economic efficiency of marketing activities;qualitative analysis, aimed at studying consumer reactions and loyalty. The research utilized scientific publications, practical case studies from enterprises, and results of customer surveys. Results. The study confirmed that combining quantitative and qualitative evaluation methods provides a comprehensive picture of the effectiveness of marketing communications. Calculations of key metrics such as ROI, CAC, and CPC demonstrated that channel efficiency significantly depends on the target audience and the nature of the campaigns. Qualitative methods, particularly the NPS index and focus groups, revealed that customer perceptions of the brand often do not align with the expected campaign outcomes, necessitating strategy adjustments. The integration of data from quantitative analysis and insights from qualitative research made it possible to develop recommendations for cost optimization and enhancing customer loyalty. Prospects. The findings of the study can serve as a basis for optimizing marketing communication expenditures and improving their efficiency. The implementation of automated analysis tools will enable enterprises to adapt more effectively to changes in the market environment.

Annotation: In the modern global business environment, characterized by instability and uncertainty, strategies for optimization and production placement acquire particular significance. Enterprises face unforeseen challenges, such as economic fluctuations, political instability, and the impact of global crises. In such conditions, there is a necessity to develop strategies that enable the optimization of production and efficient placement of manufacturing resources. This article aims to explore and highlight the key aspects of optimization and production placement in an unstable business environment. It considers not only the technical aspects of these issues but also strategic solutions that allow enterprises to adapt and anticipate changes in the economic and social landscape.

Annotation: (Українська) У статті досліджено сутність методології Форсайт. Зазначено, що для того, щоб сформувати картину майбутнього інноваційного потенціалу підприємства може використовуватися методологія Форсайт, тобто «передбачення». Розкрито етапи проведення Форсайту, зазначено що є п’ять етапів: формування об’єкта, формування істотних умов, сканування, альтернативи майбутнього, планування та виконання. Розглянуто методи форсайт-досліджень. Розглянуто необхідність розробки «дорожніх карт», а саме «дорожня карта» дозволяє постійно коригувати намічені заходи, маневрувати ресурсами в сучасному наддинамічному та нестабільному ринковому просторі, при посиленні конкуренції та збільшення факторів негативного впливу на діяльність підприємства.

Annotation: The article studies and outlines the issues of investment resources and their impact on business development, effective investment activities at the current stage is important for the development of the Ukrainian economy and increase the competitiveness of companies needed for its integration into the European socio-economic space. The urgency of the work lies in the need for modern companies to solve the problem of choosing priority areas of investment based on the definition of investment projects that have sufficient potential and ensure the achievement of strategic development goals. The structure of international investments in the country by sources of financing in 2016-2020 is studied, conclusions are made about the significance of changes and direction that took place during this period, positive and unfavorable changes in the creation of capital investments are characterized. The issue of reducing investments in special (free) economic zones and priority development zones, as well as opportunities and prospects for attracting investment in these zones and territories is considered. Ways and conditions for improving the country's investment climate have been identified, which will increase the inflow of foreign direct investment and financing of total capital investments.