Słowa kluczowe
promotion
industrial market
marketing activities
lubricants
Jak cytować
Abstrakt
A number of specialists consider the corporate brand as an addition to the product, which allows for its comprehensive identification and differentiation in the field of competitive communication business interaction. Within the framework of the concept of industrial brand development, the application of marketing information technologies, a number of research companies offer identity models based on the general theory of branding, but at the same time taking into account the peculiarities of industrial marketing. It is important to evaluate the effectiveness of marketing programs for the promotion of branded goods, which is based on key indicators of marketing activity. Key performance indicators KPI (Key Performance Indicators) help to assess the achievement of strategic goals. KPIs can be determined using the Business Intelligence system, providing an opportunity to assess the state of strategy execution in real time. In 1999, MasloTrade LLC, Ukraine signed a distribution agreement with ExxonMobil Corp. for the supply of Mobil brand fuel and lubricants to the Ukrainian market. The dynamics of sales volumes of the MasloTrade company during 2017-2021 were analyzed. The volume of sales of Mobil products by areas of application - PCI (consisting of PVL, CVL and IND) during 2017-2021 was determined. The volume of sales in priority sub-sectors during 2019-2021 was analyzed. The emergence and development of the Mobil brand in the global and regional market was studied spacious. An IFAS analysis of the internal environment of MasloTrade LLC was conducted in January 2022. According to the results of the marketing analysis of the company's activities, it is advisable to determine the need to increase recognition of the Mobil brand among consumers of lubricants in the industrial market of Ukraine thanks to the use of information technologies in international marketing.
Bibliografia
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Artykuły opublikowane w Zeszytach Naukowych Wyższej Szkoły Finansów i Prawa w Bielsku-Białej (tytuł równoległy: Scientific Journal czy Bielsko-Biała Szkoła Finansów i Prawa) są bezpłatne i udostępniane w trybie online (licencja Creative Commons Attribution CC-BY-NC 4.0). Wydawca nie ponosi odpowiedzialności za dostarczony materiał graficzny. Wersja drukowana to oryginalna wersja wydanego czasopisma. Odpowiedzialność za treść spoczywa na autorach, a nie na czasopiśmie.