SWOT-ANALYSES’ APPLICATION TO FORMULATE SALES MANAGEMENT STRATEGY OF THE MEAT-PROCESSING ENTERPRISES OF ODESSA REGION

Abstract

Before the domestic enterprises of all forms of ownership that carry out its economic activity, the question of marketing activity’s management is relevant today. The presence of a well-developed marketing strategy is the key to the effective functioning of enterprises. That’s why studying this problem is necessary to understand the main aspects of the business activities related to their adaptation to market conditions. The purpose of the article is to investigate the strengths and weaknesses of the marketing activities of meat processing enterprises, identify and justify the opportunities and threats that exist in the meat processing industry in the Odessa region, and conduct a SWOT analysis. The methodological basis of this study is the use of modeling, peer evaluation, analysis and comparison methods. There are a number of scientific ways of conducting research, namely: observation, comparison, concretization, generalization and inference. In the context of competition and in the process of economic activity, meat processing enterprises of the Odessa region must strike a balance between their own capabilities (financial, production and management capacity) and conditions that dictated by external environment. Therefore, one of the priorities of enterprises is the ability to have objective information about the environment in which it operates. An analytical method such as SWOT analysis is used to formulate the sales management strategy of the enterprises. As a result of the study SWOT analysis’s components (strengths, weaknesses, opportunities and threats) of the sales management of the meat processing enterprises, the management strategy for achieving the efficiency and competitiveness of the enterprises for the future is determined