MARKETING STRATEGY OF ENTERPRISE POSITIONING IN THE MARKET OF LOGISTIC SERVICES
Keywords:
consumer, logistic service, express delivery, postal and courier activity, tools of market positioning, marketing strategy of positioning of the logistic enterprise
Abstract
The article analyzes the tendencies of development of the Ukrainian market of logistic services, in particular the segment of postal logistics, courier activity and express delivery. As a result of the study, a number of factors that have the most significant impact on the activities of domestic and foreign logistic operators in the Ukrainian market of logistics services were identified and analyzed. In the article the positioning tools of the leading operators of postal logistics and express delivery in the minds of the consumer of logistic services are structured. The proposed approach allowed to identify key competitive advantages and develop a marketing strategy for positioning of postal and logistic operators in the Ukrainian logistics market
References
Aaker, D. A. (2010). Strategic Market Management. Saint Petersburg: Piter. [in Russian].
Benivska, I. (2011). Positioning of the goods as an element of Marketing Activity (on example of "Coffee" goods group. Formulation of a Market Economy: Marketing Education in Ukraine, 132-140. [in Ukrainian].
Budyakova, O. (2009). The concept of brand positioning. Marketing in Ukraine, No. 2, 30-33. [in Ukrainian].
Chumachenko, A. (2009). Importance of the correct positioning of the brand in social media. Marketing in Ukraine, No. 1, 46-51. [in Ukrainian].
DHL (2017). DHL official site. [Electronic resource]. Retrieved from http://www.dhl.com.ua/uk.html. [in English].
Grigorak, M. (2017). Logistics in Ukraine: Market Paradoxes and Ways to Reveal the Potential. [Electronic resource]. Retrieved from http://logist.fm/publications/logistika-v-ukraine-paradoksy-rynka-i-puti-raskrytiya-potenciala. [in Ukrainian].
In-Time. (2017). In-Time official site. [Electronic resource]. Retrieved from http://www.intime.ua. [in Ukrainian].
Krikavsky, Y., Vasylciv, N. M., & Falovych, V. A. (2015). Material flows in the logistics industry. [Monograph]. Lviv: Lvivska Politekhnika. [in Ukrainian].
Kudenko, N. (2007). Marketing positioning: varieties and interconnection of categories. Formulation of a Market Economy: Marketing: Theory and Practice, Ch.1, 393-403. [in Ukrainian].
Meest Express. (2017). Meest Express official site. [Electronic resource]. Retrieved from http://meestexpress.com.ua. [in Russian].
Osatska, Y., Ty`tova, L. L. (2011). Actual problems of market segmentation and positioning of goods. Agrosvit, No.8, 29-33. [in Ukrainian].
Paschuk, O. (2009). Creating a competitive position of services enterprise and the stages of a positioning strategy development. Marketing department, No. 4, 44-48. [in Ukrainian].
Poshta, N. (2017). Nova Poshta official site. [Electronic resource]. Retrieved from http://novaposhta.ua. [in Ukrainian].
Primak, T. (2012). Strategies for positioning in marketing theory. Marketing and management of innovations, No. 1, 13-20. [in Ukrainian].
Reshetnikova, I. (2011). Basic concepts of marketing and logistics services market. Marketing in Ukraine, No. 4, 66-69. [in Ukrainian].
Reshetnikova, I., & Sahaidak, M. (2016). Multi-channel marketing in communication activities of logistics companies. Bulletin of the National University "Lviv Polytechnic": Logistics, No. 848, 69-75. [in Ukrainian].
State Statistics Service of Ukraine. (2017). State Statistics Service of Ukraine - official web site. [Electronic resource]. Retrieved from http://www.ukrstat.gov.ua. [in Ukrainian].
Trout, J. (2000). The New Positioning: The Latest on the World's #1 Business Strategy. Saint Petersburg: Piter. [in Russian].
Ukrainian direct marketing association. (2017). The results of independent research of the postal logistics market of Ukraine in 2015. [Electronic resource]. Retrieved from http://www.uadm.com.ua/wp-content/uploads/2016/06/demo_version_postal-logistics_2015.pdf. [in Ukrainian].
Ukrposhta. (2017). Ukrposhta official site. [Electronic resource]. Retrieved from http://ukrposhta.ua/. [in Ukrainian].
Ulyakhin, T. (2009). The algorithm of strategic positioning of the enterprise within the framework of the strategic management process. Bulletin of the University of Alfred Nobel, No.3 (13), 155-159. [in Ukrainian].
Zozulyov, O. (2006). Strategies of market positioning of goods on the consumer market. Economy of Ukraine, No. 10, 43-48. [in Ukrainian].
Zozulyov, O. (2015). Criterias of effective market positioning of goods on the consumer market. Marketing in Ukraine, No. 2, 39-45. [in Ukrainian].
Benivska, I. (2011). Positioning of the goods as an element of Marketing Activity (on example of "Coffee" goods group. Formulation of a Market Economy: Marketing Education in Ukraine, 132-140. [in Ukrainian].
Budyakova, O. (2009). The concept of brand positioning. Marketing in Ukraine, No. 2, 30-33. [in Ukrainian].
Chumachenko, A. (2009). Importance of the correct positioning of the brand in social media. Marketing in Ukraine, No. 1, 46-51. [in Ukrainian].
DHL (2017). DHL official site. [Electronic resource]. Retrieved from http://www.dhl.com.ua/uk.html. [in English].
Grigorak, M. (2017). Logistics in Ukraine: Market Paradoxes and Ways to Reveal the Potential. [Electronic resource]. Retrieved from http://logist.fm/publications/logistika-v-ukraine-paradoksy-rynka-i-puti-raskrytiya-potenciala. [in Ukrainian].
In-Time. (2017). In-Time official site. [Electronic resource]. Retrieved from http://www.intime.ua. [in Ukrainian].
Krikavsky, Y., Vasylciv, N. M., & Falovych, V. A. (2015). Material flows in the logistics industry. [Monograph]. Lviv: Lvivska Politekhnika. [in Ukrainian].
Kudenko, N. (2007). Marketing positioning: varieties and interconnection of categories. Formulation of a Market Economy: Marketing: Theory and Practice, Ch.1, 393-403. [in Ukrainian].
Meest Express. (2017). Meest Express official site. [Electronic resource]. Retrieved from http://meestexpress.com.ua. [in Russian].
Osatska, Y., Ty`tova, L. L. (2011). Actual problems of market segmentation and positioning of goods. Agrosvit, No.8, 29-33. [in Ukrainian].
Paschuk, O. (2009). Creating a competitive position of services enterprise and the stages of a positioning strategy development. Marketing department, No. 4, 44-48. [in Ukrainian].
Poshta, N. (2017). Nova Poshta official site. [Electronic resource]. Retrieved from http://novaposhta.ua. [in Ukrainian].
Primak, T. (2012). Strategies for positioning in marketing theory. Marketing and management of innovations, No. 1, 13-20. [in Ukrainian].
Reshetnikova, I. (2011). Basic concepts of marketing and logistics services market. Marketing in Ukraine, No. 4, 66-69. [in Ukrainian].
Reshetnikova, I., & Sahaidak, M. (2016). Multi-channel marketing in communication activities of logistics companies. Bulletin of the National University "Lviv Polytechnic": Logistics, No. 848, 69-75. [in Ukrainian].
State Statistics Service of Ukraine. (2017). State Statistics Service of Ukraine - official web site. [Electronic resource]. Retrieved from http://www.ukrstat.gov.ua. [in Ukrainian].
Trout, J. (2000). The New Positioning: The Latest on the World's #1 Business Strategy. Saint Petersburg: Piter. [in Russian].
Ukrainian direct marketing association. (2017). The results of independent research of the postal logistics market of Ukraine in 2015. [Electronic resource]. Retrieved from http://www.uadm.com.ua/wp-content/uploads/2016/06/demo_version_postal-logistics_2015.pdf. [in Ukrainian].
Ukrposhta. (2017). Ukrposhta official site. [Electronic resource]. Retrieved from http://ukrposhta.ua/. [in Ukrainian].
Ulyakhin, T. (2009). The algorithm of strategic positioning of the enterprise within the framework of the strategic management process. Bulletin of the University of Alfred Nobel, No.3 (13), 155-159. [in Ukrainian].
Zozulyov, O. (2006). Strategies of market positioning of goods on the consumer market. Economy of Ukraine, No. 10, 43-48. [in Ukrainian].
Zozulyov, O. (2015). Criterias of effective market positioning of goods on the consumer market. Marketing in Ukraine, No. 2, 39-45. [in Ukrainian].
Abstract views: 654 PDF Downloads: 727
Published
2017-10-18
How to Cite
Sahaidak, M., Zavyalova, M., & Kotane, I. (2017). MARKETING STRATEGY OF ENTERPRISE POSITIONING IN THE MARKET OF LOGISTIC SERVICES. Scientific Journal of Polonia University, 24(5), 107-120. https://doi.org/10.23856/2412
Section
Articles
