Обґрунтування напрямів покращання маркетингової діяльності вітчизняних виробників кухонних меблів (на прикладі тзов “діоліні”)

Abstract

Проаналізовано стан ринку кухонних меблів в Україні, подано характеристику діяльності ТзОВ “ДіоЛіні” на ньому, його стратегій. За допомогою опитування досліджено ставлення споживачів до вітчизняних та іноземних виробників меблів, ступінь зацікавленості в модних тенденціях на меблевому ринку, вподобання щодо стилю меблів, кольорової гами, комплектації тощо. Визначено пріоритетні напрями покращання маркетингової діяльності ТзОВ “ДіоЛіні” у межах вдосконалення його товарної, збутової та комунікаційної політики з урахуванням результатів проведеного опитування та шкали Т. Сааті.

The article analyzes the state of the kitchen furniture market in Ukraine. It was found that during 2014-2016 there was an increase in the share of imported products while the production of domestic products was reducing. The characteristic of “DioLini” LLC (manufacturer of kitchen furniture) activity is given. It is found that “DioLini” LLC implements a strategy of focusing to increase specialization and concentration of activities taking into account the requirements of a particular segment without orientation to the whole market. Stable financial position, high level of service and presence of own sales network are the main strengths of “DioLini”. The weaknesses of the company includes the lack of clearly formulated strategic development direction, the high price of products and weak promotion. Opportunities and threats on the kitchen furniture market for “DioLini” LLC are also identified. In January-February 2018, during a survey conducted using the Google Forms service the next things were studied: consumers’ attitudes towards domestic and foreign furniture manufacturers, the degree of interest in fashion trends in the furniture market, preferences for furniture style, color gamut, equipment, key factors when choice of kitchenware, etc. It is also determined that the majority of respondents choose kitchen furniture in furniture stores. “DioLini” LLC is unknown to potential customers, they do not know where the salons of the enterprise are located. The directions of improvement of marketing activity for “DioLini” LLC is determined by using the method of hierarchies analysis of T. Saati for product, sales and communications policy. To create a capsule collection that will provide unique things to the client, proposals have been developed for cooperation with the manufacturer of chairs and tables. For the collection, it is advisable to use calm classic pastel and bright colors of the color palette “PANTONE COLOR SPRING 2018”. This will make it a good option for the arrangement of the kitchen, both for the apartment and country house. As for the style, classic or minimalizm will be a good option, since they have become the most popular among the respondents. In order to activate the marketing sales policy, “DioLini” LLC is recommended to expand the sales network by opening a new salon, which should be located near one of the major shopping centers, where the whole range of furniture, decoration and other goods for home improvement is present, as well as finishing materials (wallpapers, paints etc.), since people usually update their furniture when they do repairs. As for the marketing communication policy of the company, it is proposed to intensify activities in social networks (Facebook, Instagram). Using that, you can also increase traffic to the site. “DioLini” LLC also needs to spend costs on targeting advertising, which allows you to accurately identify the target audience who will be interested in kitchen furniture and increase the brand’s recognition.