Дослідження маркетингових каналів розподілу на ринку систем протипожежного захисту

Abstract

Важливе стратегічне рішення приймають підприємства-виробники інвестиційних товарів при виборі структури маркетингових каналів розподілу. Обрані форми збуту і взаємозв’язок між усіма учасниками збутової мережі мають задовольняти потреби цільових споживачів та відповідати цілям маркетингової стратегії підприємства. Виявлено основні характерні риси ринку технічних засобів безпеки. Проаналізовано показники збуту підприємств-виробників у ланцюгу створення систем протипожежного захисту. Досліджено зв’язок між учасниками каналів розподілу і подано рекомендації щодо вдосконалення співпраці в каналах розподілу систем протипожежного захисту.

Important strategic decisions are made by manufecturers of investment goods in course of choosing the structure of marketing distribution channels. The chosen sales forms and the relationship between all the participants of sales network should satisfy the needs of target customers and meet the objectives of marketing strategy. The main principles of technical security means market have been found out: the decisions of governmental institutions have significant impact on Ukrainian market; certain deformity can be traced at Ukrainian market as a result of its low price level orientation; Ukrainian security market is relatively small in terms of geographical scope and values measurement. In order to optimize decision making process for the enterprises of Ukrainian technical security means market concerning their development strategy, one should possess information about current trends and challenges of the market both in Ukraine and within its individual regions. Sales performance indices of manufacturers in chain of fire protection systems creation have been analysed. The connection between the participants of distribution channels has been researched and recommendations on improving cooperation in distribution channels of fire protection systems have been presented. Competition is tougher among agents who promote products and services rather than among manufacturers of these products. Since fire protection systems are installed during construction or reconstruction of buildings, moreover, construction customers can be representatives of different sectors, this market is considered to be horizontal, for this reason, services of independent agents such as design-assembly and assembly organizations are used. What is important about cooperation between manufacturers of fire protection systems and agents is information support. Information should be provided promptly and completely. Completeness depends on the guidelines developed by the manufacturers. The quality of information depends on the qualified supply personnel. The concept of “new sales” should be actively applied at the market, particularly consultative sales, system sales, negotiation sales that will strengthen the role of trade personnel in strategic marketing of manufacturers. Due to economic and political situation, design-assembly organizations displace more and more design organizations out of the market and these are the most effective independent sales agents, therefore, the very distribution channel is the most promising and topical. Changing operating conditions of manufacturers of fire protection systems updates studying the effectiveness of different distribution channels, marketing distribution policy as a part of functional area of marketing, as well as sales logistics performance that will be the subject of further research.