INCREASING THE EFFICIENCY OF THE ORGANIZATION OF MARKETING ACTIVITY OF COAL ENTERPRISES
Zaloznova Yu., Trushkina N. Increasing the efficiency of the organization of marketing activity of coal enterprises Performance features of coal mining enterprises in terms of organization of the marketing activity were studied. The essence of the concept «marketing activity of coal-mining enterprise» is specified, taking into account the specifics of its performance and detected changes and development trends of the institutional environment. The author's interpretation of the terms «relation marketing», «customer orientation», «consumer service of the coal product», «sales network» are given. Network approach to organization of the marketing activity of coal mining enterprises is proposed, which main point is the development of three models of sales networks. Based on the analysis of scope and pattern of coal consumption in Ukraine, common factors of irregular demand for coal of different categories of consumers are determined. As per calculations of seasonal fluctuations index it is estimated that demand for coal of large-scale consumers is characterized by weak seasonal fluctuations and of middle-scale - by significant. It is offered a customer-oriented approach to servicing consumers of coal products based on differentiation thereof, which unlike the existing one, considers annual demand level of different groups of consumers and determine their peculiarities. It is established that in order to improve the processes of servicing of coal consumers it is reasonable to use in a single package the system, process and functional approaches. This shall contribute to synergistic effect through the improvement of service quality, reducing handling time of coal, increasing sales, expanding markets as a result of new segments upraise. The factors influencing the organization of sales of coal mining enterprises are investigated and systematized. The inertial and optimistic scenarios for the development of sales policy of coal-mining enterprises through the use of various forecasting methods are developed. Selection criteria for optimal channel of coal product sale are specified and systematized into four groups: economic, organizational, market and information. Using hierarchy analysis technique (Saaty’s method), judgmental method based on point factor and analytical appraisal method the advantages of direct supply of coal to customers are proved, which amounts almost 90% of sales of coal mining enterprises. When calculating the volume of the delivery of coal products to large-scale consumers it is proposed to take into account such factors as annual demand for coal; price of 1 t of marketable product; expenses for the organization of sales (expenses for consumer service and transportation of coal); inflation rate and risk factor. Mechanism of implementation of public-private partnership is improved during control over sales of coal mining enterprises of different forms of ownership based on syndicate as a form of business, what shall contribute to prompt response to changes in demand for coal, distribution of risks between coal enterprises of public and private sectors and their minimization, organization of continuous supply and secured channels of distribution of coal products for national coal-mining enterprises. The system of contractual relationships of coal producers with various categories of coal consumers is built, which is understood as a set of interrelated elements (objects, subjects, functions, methods, principles, tools) for continuous conclusion and fulfillment of the terms of contracts for the delivery of coal products. The methodical approach is being further developed to evaluation of economic potential from implementation of measures on improvement of sales of coal mining enterprises, which has been tested on a number of national coal mining enterprises.