Agrarian
Bulletin
of the Urals

Russian Journal of Agricultural Research

The publication is registered by the Ministry of the Russian Federation
for Affairs of the Press, Television and Radio Broadcasting and Mass Communication Media.
Registration certificate: PI number 77-12831 on May 31, 2002
Subscription index in catalog «Russian Press» - 16356
ISSN 1997 - 4868 (Print)

The Journal is included in the list of the leading peer-reviewed scientific journals and publications, which should be published by the main results of theses for the degree of doctor and Ph.D.
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Journal is included in the list of VAK (from 25.09.2017), No. 291

ISSN 2307-0005 (Online)
Key title: Agrarnyj vestnik Urala (Online)
Abbreviated key title: Agrar. vestn. Urala (Online)

Аграрный вестник Урала № 02 (156) 2017

Экономика

Зырянова Т. В. доктор экономических наук, профессор Уральский государственный аграрный университет

Зырянов С. Б. кандидат технических наук, доцент Уральский государственный аграрный университет

Дубских В. Н. кандидат экономических наук, доцент, Уральский государственный аграрный университет

Салтанова Н. И. старший преподаватель, соискатель Уральский государственный аграрный университет

УДК:339.1

MANAGEMENT OF SALES POLICY USING METHODS OF THE ANALYSIS AND ALLOCATION OF SEGMENTS ON THE AGROFOOD MARKET

Strategic planning process of sales of products makes it possible to present the sequences of actions and determinationof tasks of the organization in the form. The choice of the purposes and tasks depends on many factors: organization size,the location, specifics of production and the made products, marketing strategy and many other. The structure of tasksis individual for each organization. The basis for adoption of the strategic plan is the complex analysis for each strategiceconomic unit (SEU) which is carried out on the basis of in-depth examination of marketing macro- and microenvironmentsthat in many respects determines degree of success of organization activity. Level of success or failure of sales activities willdepend on how well the marketing plan correlates with the tasks of management of macro- and the microenvironment, takinginto account planning restrictions. Four main planning methods of strategy of sales of products are considered: 1) matrix ofopportunities for the products/markets; 2) matrix of growth of a market share; 3) matrix of directed policy; 4) general strategicPorter’s model. For the purpose of receiving isolated information on activities and indicators of the organization which arecapable of bringing economic benefits and which are systematically analyzed by people authorized to make relevant decisionsallocation of segments is made: the products; main buyers or customers; geographical regions; structural divisions.


Keywords:

strategic planning of sales of products, analysis of the marketing environment, planning methods of strategy of sale, implementation of tactics of sale, information on segments


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