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Elaboration of the Strategy for the Business Development on the Basis of Marketing Concept


Author: Zinovia Aricova
Degree:doctor of economics
Speciality: 08.00.06 - Marketing; Logistics
Year:2006
Scientific adviser: Grigore Belostecinic
doctor habilitat, professor, Academy of Economic Studies of Moldova
Scientific consultant: Boris Găina
doctor habilitat, professor
Institution:
Scientific council:

Status

The thesis was presented on the 24 February, 2006
Approved by NCAA on the 27 April, 2006

Abstract

Adobe PDF document – 0.38 Mb / in romanian
Adobe PDF document – 0.48 Mb / in russian

Thesis

CZU 658.8 (043.2.)

Adobe PDF document 11.25 Mb / in russian
175 pages

Summary

Present thesis is dedicated to the development of technical and applicative questions of national industry growth strategy’ elaboration and implementation in the competitive conditions on the basis of marketing management concept.

In the research paper the strategic management process of business and marketing activities of industrial undertakings are analysed and the general concept of marketing and competitive business management model is suggested. On the basis of undertaken analysis of the strategic marketing concept’s development and its application during business management at UTA Gagauz Eri wine branch industry the trends and main problems existing in the theory and practice of strategic marketing application by the national business are revealed by means of questionnaire survey among the majority of successful industrial undertakings in the region. In order to elaborate the development strategy of AO Tomai Vineks the SWOT-analysis and the General Electric/McKensey model have been applied.

During the research it has been revealed that the key point of the planning process in the business is the analysis of marketing reserve factors and of growth profit as well as elaboration of the adequate market strategy. Marketing factors that influence the profit are presented in the thesis as an economic and mathematical model. The application of the given model allows for increasing of the efficiency of fundamental factors’ selection during the elaboration of the general marketing strategy by means of the quality determination of the given factors’ influence on the targets and for obtaining of the information about the efficiency of recommendations on strategy elaboration and about further expediency of their application.

Due to the fact that the fundamental instrument for profit management in marketing is the forecasting of demand on industrial undertaking output the sales forecast for the AO Tomai Vineks is made in the research paper. For this purpose the methods of exponential smoothing are applied. It allowed to take into account the possible future change of economic trends on which the trend model is build.

In practical terms the thesis’ recommendations give the possibility to increase the validity of elaboration of business development strategy on the basis of marketing management concept and use of mathematical models. The recommendations could also be applied for scientific, study purposes.