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10. Габбасова Л. Б., Б. Мирзагалямов Банковская система Республики Татарстан: тенденции и инструменты развития // Вестник экономики, права и социологии. - 2014. - № 4. - Р. 33-36.
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12. Хасанова А. Ш., Мирзагалямова З. Н., Фатыхова Л. И. Ориентиры эффективного развития России // Вестник экономики, права и социологии. - 2016. - № 4. - С. 107-112.
13. Шлычков В. В., Нестулаева Д. Р. Современные методы оценки эффективности управления промышленным предприятием // Вестник Казанского государственного.
Информация об авторе
Мазитова Роза Кадыровна, доктор экономических наук, профессор кафедры «Экономическая теория» Казанского национального исследовательского технического университета им. А. Н. Туполева
Адрес: 420111 г. Казань, ул. К. Маркса, 10 Тел.: +7 (843) 231-01-09
E-mail: [email protected]
UDC 339.138 (07) DOI: http://dx.doi.org/10.20534/AJH-17-3.4-130-136
O. Yu. Mohylevskaya 1
1 Kiev International University, Kiev, Ukraine
THE COMPETITIVENESS OF INDUSTRIAL ENTERPRISES IN THE SYSTEM OF PARTNER RELATIONS LOYALTY
Abstract
Objective: to consider the features of the industrial market, to conduct the analysis of theoretical positions on formation of the relationship between industrial consumers and enterprise.
Methods: systematization, analysis, deduction, dialectical and logical methods.
Results: presented in the article, theoretical, methodological provisions form a single set of scientific and practical software which has some theoretical and practical significance, which is a real opportunity to use it in practice by business entities in the process of evaluation of enterprise competitiveness, the business attractiveness of the partners, the willingness of consumers to use products for industrial purposes and the formation of an effective system of enterprise relationships with partners in the transformation today's socio-economic environment of Ukraine.
Scientific novelty: has a theoretical value — highlighted the concept of the consumer availability as perceived need in the consumption and use of certain products of the enterprise, which has a customer value to enhance the business efficiency of the enterprises-consumers.
Practical significance: this methodical approach has a practical value, because it can be inculcated in practical activity of industrial enterprises, that will allow considerably to improve the business approach to the choice of future consumer or partner.
The article is devoted to the strategic aspects of marketing management by an industrial enterprise in conditions of acute competition of the modern market. The article examines the main aspects of loyalty in business; theoretically substantiated methodological guidelines on the assessment of the readiness of consumers-enterprises to use high-tech products for industrial purposes. It is revealed that one of the problems of innovative development of enterprise in
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the industrial market is the formation of an effective system of partnership relations, which in turn depends on the level of attraction of business partners.
Keywords: competitiveness of industrial enterprises, loyalty of partner relations, satisfaction of customer, marketing strategy, innovative activity.
INTRODUCTION
In the conditions of economy in transition, the complexity and peculiarity of management by an enterprise are due to a sharp aggravation of competition and conflict caused by the high degree of integration and globalization of the world economy. Enterprise competitiveness is becoming an important part of success in today's market environment. Along with it, the analysis of scientific literature showed that there is still a divergence of views of scientists and the results of their theoretical and practical developments in competitiveness, there is a non-system approach to identify the factors that are influencing competitiveness, and establishing the level of competitiveness. All this predetermines the necessity of improving the conceptual device of the category "competitiveness" and development of appropriate models and methods of estimation of level of competitiveness of the enterprise.
RESEARCH RESULTS
A loyalty program is a marketing tool, characterized by a system approach and is aimed at creating loyalty to the chosen target consumer groups to create and maintain with them long-term relationships [4]. For F. Reicheld customer loyalty — is a property that simply has no clear boundaries. He identifies three main aspects of loyalty in business: customer loyalty, employee loyalty and the loyalty of investors. The loyalty of counterparties is not just another controlled figure, and a key factor in the creation of values for consumers. Each of the consumers can be on one of the stages of readiness to make a purchase: some are still not aware of the product, others aware of its existence, and others informed of its consumer properties, the fourth showed interest in him, the fifth want to buy it, the sixers intend to make a purchase [12]. For enterprises, this willingness depends on many factors and a decision about the readiness to purchase is quite lengthy and very complex process. However, the stage are referred of F. Kotler [7], it is possible to apply, in our opinion, and to enterprises-consumers. After all, there are the enterprises which: 1) do not know about the existence of a certain company; 2) know about the existence of, but not worked even once; 3) have information about the company, but they can't go to the business relationship; 4) once had
contact with the company; 5) they want to switch to cooperation; 6) willing to cooperate.
It should be noted that the concept of"loyalty" can be applied to both enterprise and to the product. This thesis, in particular, confirms I. A. Akulova [1]. However, as the analysis of a large number of different sources of information more and more we convinced that the term "loyalty" not suitable for consumption relative to the industrial market. This unsuitability is determined by the nature and essence of the concepts "customer loyalty" and "consumers". Relative to are additional factors that should be taken into account in the definition of "readiness", it was revealed that they (these factors) are of great importance for industrial consumers. Briefly describe these factors in mind. Renewal of fixed assets indicates the intensity of the replacement of old equipment with new, expansion, commissioning of new objects, etc. Therefore, how the enterprise is supplied with the necessary equipment and structures and how this equipment is new, depends on whether the company and use the products of another company in its own business process. Thus, the given factor directly affects the willingness of industrial consumers. Under the availability of resources we should understand as the availability of financial and labour resources.
We present the characteristics of each of these resources. Here are the characteristics of each of these resources. The structure of the financial relationships of the economy finance companies (organizations) occupy an important, decisive position because they serve the basic link of social production, which created tangible and intangible assets and formed the overwhelming majority of financial resources. In the fields of material production varied in nature there are financial relationships. Given the nature formed on the basis of funds purpose of financial relations are the following groups: related to the formation of primary incomes, formation and use in economic units of production of goods targeted funds farm purpose — the statutory fund, production development, incentive funds etc. Some of them are used to satisfy the production needs, other — consumer. Thus, companies that are the basic unit of management, there are major economic processes that formed the foundation of the economic structure of society.
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Financial relationships that develop in the material production, have a major impact on the entire system of financial relationships in the economy. The financial resources of the company — is income and revenues that are available to the entity designed to meet financial commitments, costs and expanded reproduction of economic incentives for employees. Formation of financial resources is at the expense of their own and similar funds, resource mobilization and financial market revenues from the financial and banking system in order redistribution. Availability of financial resources is a matter of providing the necessary financial assistance to the enterprise. Availability of labor resources in determining the readiness of enterprise to the use of another product of enterprise in their own business process assumes the availability of workers that meet the requirements for qualification total experience in this industry and in this direction, the age criterion, the degree of congestion. Availability of labor resources is determined by all structural divisions of the enterprise and posts. Productive resources include fixed assets and working capital. Working capital, together with the fixed and labor are the most important element (factor) production.
Insufficient security of enterprise working capital is paralyzing its activity and leads to deterioration of the financial situation. Revolving funds include: raw materials, basic and auxiliary materials, components, unfinished products, fuel, container and other items of work. At the same time, the presence of unused, available supplies of slows down the turnover of working capital, shall result in removal from circulation of material resources and reduces the rate of reproduction, which in the end leads to great costs to themselves of inventory. The functioning of industrial enterprises with relatively high inventory level is not effective. In this case, the company has on certain groups of inventory stocks more do you need — excess reserves. But in our case, the presence of free working capital we mean the availability of free resources in terms of readiness to use the products of other companies that requires the use of raw materials and others.
Innovative activity includes not only innovative process of evolutionary transformation of scientific knowledge into new types of products, technologies and services, but marketing research market goods, their consumer properties, the competitive environment and a set of technological, managerial and organizational and economic measures in their collectively lead to innovation, a new approach to information, consulting, social and
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other services. Innovative activity is alternative in nature. It can be done not only at each stage of the innovation process, but also outside it — in the implementation of acquired patents, licenses, disclosure of know-how, useful ideas. Innovative activities in the field of technological preparation of production aimed at restoring the
equipment, devices and equipment, development of new ways to improve product quality, improve the organization and planning of production processes. Innovation strategy is a means of achieving the objectives of organizations (corporations, companies) that differ from other tools by its novelty, especially for this organization and perhaps for the industry, market, consumers.
Strategies generally and particularly focused on innovative development and use of capacity and are seen as a reaction to external changes. Therefore diversity of innovative strategies predetermined components composition of internal environment. Innovative strategies are: innovation organizations in pursuit of new products, technologies and services; application of new methods in research and development, production, marketing and management; transition to the new organizational structure; the use of new types of resources and new approaches to the use of traditional resources. Thus, on the internal environment of innovation strategies are divided into several major groups: food (portfolio, enterprise or business strategy aimed at the creation and implementation of new products, technologies and services); functional (R&D, production, marketing, service); resources (financial, human, information and logistical); organizational management (technology, structure, methods, systems management). This is a special innovation strategy. It is necessary to determine the place of innovation in strategy and structure appropriate technology, skills, resources and organizational policies.
Strategic management is the foundation of innovation organization, and it is designed to answer these important questions: at what position the company is now; position in which it would like to be in three, five, ten years; what is way you can achieve the desired position; what should we do for start? Strategic management decisions related to the involvement of large resources and can have serious and long-term consequences for the organization. The last of the factors influencing the willingness is the need to purchase component parts, buildings, units and models. Almost every company can improve the structure of fixed assets due to increased production equipment. This can be done through a more rational
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allocation of equipment inside the shop, its location in open areas, where possible, and the removal of non-production services production facilities (warehouses, offices and so on) and placing them additional quantities of equipment.
The structure of industrial production of fixed assets should also be viewed in terms of sectoral distribution. It reflects the level of material-technical base of industrial production, as well as the degree of industrial development of the country. The bulk of the production fixed assets of the industry is heavy industry, including a significant proportion concentrated in the sectors providing technological progress in the economy. It should be noted that the analysis of operating efficiency of fixed assets in enterprises is limited by low level of organization of accounting the uptime and downtime of equipment, its performance and the degree of loading. A detailed review of each of the identified factors of influence on the category «willingness of enterprises to use products in its own business process» has shown that they are of great importance for industrial consumers and play an important role in the interaction between «business-consumer-partner». So, given all the comments made on the concepts of «customer loyalty» and «consumers», we can conclude that when considering relationships in the industrial market, when both parties share provided by the organizations, it is appropriate to use the term «consumers» and not «loyalty.» Industrial economy is based on consumer satisfaction, and for industrial mutual loyalty is their marketing strategy [1]. We can agree that for both partners and for companies-manufacturers of this relationship and constant cooperation is a condition which is more important, more stable and less risky. It turns out that the willingness of the consumer to the consumption of products (developed destination) is his ability and willingness to use the company's products in its own business process. Therefore, it is important to clearly understand what these concepts are similar, and where they have disagreements. By studying the category of «loyalty» and «willingness», it must be more analysis and such concepts as «satisfaction», as the study showed that some authors [10; 14] in determining the loyalty account for a component of this concept is satisfaction. Therefore, it is necessary to identify the relationship between the concepts of «loyalty», «ready» and «satisfaction».
According to John Hitomer [3], «satisfied customer» has the following properties: the following needs
will go where he would attempt to; ready to make the following purchases anywhere for fun does not mean that the customer will return it to you; satisfied customer will come in the least; satisfied customers just those for whom you have completed the required minimum «their duties», they received only something that is expected. Consumer satisfaction can be incredibly, incredibly big — and with it customer loyalty is incredibly low. We can conclude that in most cases the consumer is happy — not so loyal, loyal and means that the consumer happy, but can be hidden pleasure. This difference confirm other authors of «loyal buyer — it's always a happy buyer, but the buyer is not always satisfied loyal. While customer satisfaction — the first step towards winning his loyalty» [15]. It should be noted that different levels of satisfaction with different effects on customer loyalty. However, it is believed that between satisfaction and loyalty there is a simple linear relationship: the higher the satisfaction, the higher loyalty [18].
We can agree that in terms of freedom of choice for loyalty is not enough simply to satisfy the consumer. Truly loyal will be completely satisfied consumers [10]. A. Aaker examines the concept of «satisfaction» (commitment to the brand) as a direct indicator that reflects the degree of willingness of the consumer to stay with the brand. Satisfaction is a particularly important indicator in the service industry [21].
User satisfaction - the average assessment of the quality of the product brand among the consumers who use it often. F. Kotler gives the following definition: «Customer satisfaction is a necessary but not sufficient goal». According to F. Kotler, the company can regularly lose their percentage of satisfied customers; companies need to achieve a high level of consumer loyalty. We know that loyal customers are willing to buy the company's products at prices that 7-10% higher than those prices are seen by those eligible customers who are not peculiar to such loyalty [8]. John M. Coe in his book "The Fundamentals of Business-to-Business Sales & Marketing" writes that achieve customer loyalty in B2B -is the ultimate goal and employees of sales and marketing employees. In the literature [2; 9; 12] the authors of the concept of "loyalty" is also used as a market for consumer and industrial on. But S. Sysoieva and A. Neumann [15] analyzing purchasing loyalty clarify that this category applies only to retailers, meaning that they considered only consumer market. Almost all the authors of [1; 7] noted differences in the nature of the emergence of the
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concepts of "loyalty" and "customer satisfaction". Each of these two categories is a factor that significantly affects the formation of long-term relationship between the consumer and the manufacturer. And the higher the value of these indicators for evaluating certain scale, the stronger can be confident that the company maintains its competitiveness on the mark. Returning to the category of "satisfaction", it should be emphasized that we can not say for sure about the need to consider this concept apart from the concept of "loyalty."
If you make the assumption of independence of the importance of loyalty and satisfaction in the space of the above factors and use them as a two-dimensional coordinate system space, the willingness of the buyer can be put in line with the vector coordinates "loyalty", "satisfaction". State of market relations prevailing at the current time, it is possible to consider constructing a relationship that reflects the position of the top of the vector.
According to [10] identify six types of loyal behavior: 1) "Fan" - a very satisfied consumer who reported about their experiences to other potential buyers; 2) "Loyal" — happy consumer who does not communicate his experience to others; 3) "the Defector" — unhappy buyer who tells nothing to anyone; 4) "Terrorist" is absolutely not satisfied, and the consumer talkative; 5) "Mercenary" - a consumer who is mostly happy, but willing to do anything just to find more favorable terms; 6) "Hostage" - a satisfied or dissatisfied consumer, who has no other choice. D. Maslov E. Byelokrovin propose four types of consumers: customers who do not have choicest-dissatisfied customers (terrorists); loyal customers; mobile group (preachers) [20].
Comparing the category "customer loyalty" and "consumers", it is possible to notice that methods of calculation and the contents of these two indicators to some extent different. However, we can assume that to determine one category, it will be necessary to calculate the indicators on the other. F. Webster in his work [16] notes that a distinctive feature of industrial and institutional customers is that they use purchased goods and services to produce their own goods and services. It turns out that the end user in the industrial market may not be. And how, without links to the market to understand what kind of consumer is it? And how to determine the market if the term "customer loyalty" can be used for both types of markets? Who is the subject of certain interactions/relations? So, in order to understand the customers and what kind of market is referred to in economic literature, to resolve the termino-
logical confusion, we need to introduce new and different from the concept of "customer loyalty" category "consumers". Thus, considering the relationship in the industrial market, when both parties share provided by the organizations, should take the measure of the "willingness of the consumer", which will have its own evaluation system on the basis of those characteristics that largely define these relationships. "Consumers" is an indicator of loyalty industrial consumers in partnerships. We give own definition of readiness of the consumers, namely the willingness of consumers — is the realization of the need in the consumption and use of certain products of an enterprise that has a consumer utility to increase the efficiency ofbusiness consumers, businesses and consumer value for physical persons — consumers of scientific-technical products of the enterprise.
Each industrial enterprise in the normal course of business has to solve two crucial tasks: first, a search among a limited number of beneficial companies, prospective partners, forming long-term relationships which will provide an opportunity not only to realize their internal benefits more efficient, but also create new; secondly, strengthening and developing already existing relationships between enterprise and consumer as part of a system for sustainable, progressive development of the enterprise multiplication of production capacity, the advantages of obtaining synergy effects through communication in relationships (marketing strategy development). The enterprise readiness for consumption production and technical production becomes a kind of connecting link between available resources of the enterprise and the desire to achieve corporate objectives by building partnerships. In this way the financial resources of industrial enterprise provide the opportunity to update the fixed assets, to develop and implement innovative solutions that apply the latest technology to produce competitive products and generate desire to buy products in connection with the growing pace of production, increase loyalty and innovation activity, due to which the company increases its level of market activity — looking for new partners, increases the demand for products for industrial purposes.
Sufficient and free enterprise resource cause the appearance to effectively use the products in their own business process, because then bought products can be processed further to create new products with modern equipment, the company sufficiently highly qualified professionals, and even a presence of its own design of-
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fice, administrative work is on high, made timely strategic organizational transformation and so on. Efficient organizational structure of the enterprise and successful marketing activities create new opportunities of sales of goods manufactured, and, again, generate desire to buy products and stimulate the enterprise in terms of consumption of industrial products. Therefore, the indicator "willingness of the consumer to the consumption of products of the enterprise" should be considered as the ability of an enterprise to consume the products of production and technical destination, that is, to have the sufficiency of resources available for purchase, for further use in production process and marketing of new products, and the desire to use the company's products in their own business processes (loyalty). In addition, it should be remembered that the readiness is organizational and economic foundation, relationship management, social relationship. Readiness reflects two main components of activity of the enterprise: the organization for its functioning as a whole or individual units and economic results of management [19]. The complexity of the decision-making process about the purchase is the result of the influence of the formal organization, a large number of participants, technical and economic factors, conditions in the external environment in which the company operates, and the significance of the sums of money involved in the transaction [16].
CONCLUSIONS A new market economy model, focused on the consumer, has put new demands on one of the main par-
ticipants in the market industry. The manufacturer no longer dictates the "rules of the game": he is forced to focus on the needs of consumers by developing partnerships not only with buyers of their products, but also with partners that directly affect the process of satisfaction of the consumer and competitiveness of the enterprise as a whole. However, the modern period of development of the economy of Ukraine is characterized by instability and constant transformation, therefore, industrial enterprises face problems of survival and the choice of directions of development. In such conditions, the development enterprise can be secured through the establishment of additional competitive advantages by matching their interests with opportunities in the enterprise partner. Therefore, one of the problems is the formation of an effective system of relationship of the enterprise with partners, which in turn depends on the level of business partners attraction. The existence of these problems are caused by the imperfection of theoretical, methodical and methodological basis for the formation of effective interrelations of the enterprise with partners and identify business attraction partners.
In our opinion industrial enterprise should be considered as part of the system "consumer-enterprise-partner". Based on the literature analysis we revealed that the concept of affiliate marketing, change the traditional marketing goals — profit maximization — in favor of building effective, mutually beneficial relations with all participants of the market environment.
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Information about the author
Mohylevskaya Olga Yu. , Candidate of Economic Sciences; Ph.D in Economics; Associate Professor at Department
of Economics, Enterprise, Management; Faculty of Economics; Kiev International University, Kiev, Ukraine
Address: 03179, Ukraine Kiev, Str. Lvovskaya 49.
Tel.: +380 50 511 22 58
E-mail: [email protected]
ORCID : http://orcid.org/0000-0001 -8482-7950
