Analysis of marketing activities

The effectiveness of the enterprise depends on the competent use of marketing tools. In the development of any enterprise, the analysis of marketing activities is an important link in the chain of success, in improving its financial condition. Work, as a rule, begins with the study of demand for products, markets for its sale, potential buyers and competitors, the level of market prices, assessing the availability of the necessary material and technical resources.

Analysis of demand for products

Determine the direction of development of business activity will help to analyze the marketing activities of the company. Demand for products reflects the volume of services or goods that the consumer needs, which he can purchase in a certain period of time at a certain price and in a certain market. Analysis of marketing activities reveals the level of dependence of demand for a specific type of goods, specific services on the price and quality of these goods, on the level of income of buyers, on interest rates on deposits, on inflation expectations, and the like.

The analysis of marketing activities provides an opportunity to develop the necessary strategy and tactics for the development of the enterprise, provides justification for plans and management decisions, monitors implementation of decisions and plans, identifies reserves to improve the efficiency of production, opens a real field for evaluating performance

Analysis of business activity of competitors

When an enterprise launches a new product, it gives wide advertising in broadcasting and in the press, giving consumers the chance to try a new product, in the hope of an increased demand for it, competitors do not slumber at this time and create some information reasons. At this time, it is worth asking what actions of competitors can affect the level of sales.

In this case, a good analysis of marketing activities is necessary in order to understand and in time to prevent the correct financial and organizational actions possible losses in order to optimize business processes, increase the efficiency of their business innovation activity in the conquest of the market.

The effectiveness of marketing research may depend on the depth of research of certain topics, the popularity of topics, the timing of a particular marketing survey, and the geographic location of the enterprise under investigation.

Analysis of product markets

The conditions of a market economy place the most important economic and financial indicators of enterprises in dependence on the state of markets where the enterprise's products are sold.

Analysis of the marketing environment provides for the constant monitoring of the status of each of the types of products in all markets for the last several years.

The analysis can show that in recent years, demand for certain products in the domestic market has fallen, its profitability has also fallen, while demand for other products has increased, sales and profitability have been increasing. This indicates the need for detailed, ongoing analysis of the marketing environment, its development strategy and pricing policy.

When analyzing the sales markets of their products, marketing services should study the performance indicators, the technology of producing competitors, and the quality of their products. Such an analysis will provide an opportunity for the enterprise to optimally and more reasonably forecast the activity, to find the most effective innovative directions for expanding its niche market.

As a rule, the stage of growth of an enterprise is characterized by a long-term orientation, for the maturity stage it is characteristic already in the short term to receive profit. At the stage of recession discounts are applied before the appearance of new products.