This study aims at investigating the enterprises in global context, and finding ways to improve the effectiveness of their activities in the foreign markets.
When enterprises enter the global market, they become involved in a competitive struggle. Firms begin to take care of the technical and qualitative characteristics of their products, explore global markets and much more. All of them begin to take part in the foreign economic activity (FEA) of the country.
FEA - a set of forms, directions, methods of scientific, technical and economic and trade cooperation. Analyse of FEA involves studding of: production, marketing, economic activities and investment, sales of goods, scientific researches.
For a deep disclosure of this aim, I propose to consider it on the example of a particular enterprise. In this work the role of investigated object a limited liability company (LLC) «Gorobina» will play or Sumy distillery. It`s a unique producer of vodka and alcoholic beverages in Sumy region.
LLC «Gorobina» produces a wide high quality products range – more than 30 types, part of this products company exports abroad. The main products, that an enterprise export is vodka and vermouths. Unfortunately the products range of exported products is not wide – only 5 trademarks. It links with the situation that the company in most cases exports not own products, but provides service of Private label; it means that the enterprise spills beverages under trademark of clients.
The enterprise cooperates with many countries in the world: Germany, USA, Azerbaijan, Kazakhstan, Poland, Italy and others.
If we speak about production process, the volume of alcoholic beverages production is 207402 litters in 2017.
At the same time the volume of export is only 11,7 % from all volume.
As we speak about promotion of products on foreign market, advertising campaign of the company includes only two methods such as:
1) participations in exhibitions, competitions, fairs, presentations;
2) cooperation with trade associations.
After analysis of FEA in this company, we can identify some weaknesses of the enterprises, such as: ineffective advertising activities; narrow production range of exported production (own brands); low level of awareness of foreign customers about enterprise`s products.
It`s a smart move to the enterprise to implement such activities for improving mechanism of enterprise`s FEA as: expanding export in the existing sales markets and improving system of products promotion on foreign markets.
For expanding export in the existing sales markets the best bet is tomake analysis of foreign markets, because people from different countries have different taste preferences and traditions. It should be noted, that the LLC «Gorobina» produces a quite wide range of products that is why a choice of products can be made from the existing assortments and cab be proposed to the customers from different countries.
If we talk about improving system of products promotion on foreign markets is good idea to: seeking new potential consumers abroad and increasing of qualification of employees from marketing department. Now the enterprise uses only narrow methods of promotion – participations in exhibitions, competitions. But nowadays there are many new methods of searching potential customers and some of them can use the LLC «Gorobina»: cooperation with different domestic and international organisations (for example Ukrainian state information-analytical Centre of monitoring of foreign commodity markets); e-business resources; intermediary companies.
A great impact in products promotion plays qualification of employees from marketing department. It should be noted that advertising of alcohol beverages has specific rules and fences. For example in some European countries advertising of alcohol is prohibited or has some restrictions. That is why passing training is a smart move to increase effectiveness of work of marketing department in LLC «Gorobina».
To put the issue in the long-term perspective, it’s worth highlighting that enterprise`s FEA has significant impact on global world economic development. Improving mechanism of enterprise`s FEA can be implemented through using different modern methods: researching markets, using marketing measures, involving third part, etc.
References
1. The law of Ukraine on foreign economic activity. [Electronic resource]. – Mode of access: http://search.ligazakon.ua/l_doc2.nsf/link1/T095900.html. - Title from the screen.
2. Gorobina. [Electronic resource]. – Mode of access: http://www.gorobina.sumy.ua/about/. - Title from the screen.
3. Alcoholic beverage products, pouring of alcohol under STM (Private Label). [Electronic resource]. – Mode of access: https://gorobina.agrobiz.net. - Title from the screen.
4. Marketing research of Ukrainian alcohol market. [Electronic resource] / Alliance Capital Management. – 2017. – Mode of access: http://marketing.vc/marketing_research/ukr-marketingovoe-issledovanie-ukrainskogo-rynka-vodki.html. - Title from the screen.
5. Pankruhin A. P. Marketing: book/ A.P. Pankrihin. – Lvov: Omega - L, 2006. – 656 p.
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