Tag: strategy

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: 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.

Annotation: The article highlights the approaches to the study of the essence of strategic management and the role of strategic management in the higher education system. It was found that strategic management is a management concept that came into use in the late 60's. One of the main functions of strategic management is flexible regulation and timely change in the structure of the organization. Strategic management of higher education institutions is a purposeful process dictated by real market conditions, which allows higher education institutions to be competitive The main tasks of a higher education institution are: meeting the needs of the individual in intellectual, cultural and ethical development through higher and postgraduate professional education; meeting the needs of society and the state in qualified specialists with higher education and scientific and pedagogical staff of higher qualification; organization and carrying out of fundamental and applied scientific researches, other scientific and technical, research and development works, including on problems of education; development of sciences and arts by means of scientific researches and creative activity of scientific and pedagogical workers and students, use of the received results in educational process; training, professional retraining and advanced training of specialists and managers; accumulation, preservation and increase of moral, cultural and scientific values of society; dissemination of knowledge among the population, raising its educational and cultural level. The article considers the main types of management strategy in higher education, including: innovation strategies, marketing strategies, expansion strategies, stabilization strategy, savings strategy, combined strategies. The main stages of work on the strategy of higher education institution management are studied, namely: preparatory, strategy development stage, strategy implementation stage, stage of obtaining results and their use.