Competitiveness is an important property of any organization. It depends on how well the various business processes will be organized at the enterprise, whether it will be able to make a profit, and how large its size will be. In order for financial expectations to be truly justified, attention must be paid to industrial marketing.
The article will examine in detail the importance of establishing this process in the enterprise, and will give a detailed description of the features, concept and its organization. And also examples of industrial marketing will be presented, which will help to understand in more detail what place should be assigned to it within the enterprise.
Definition description
So, industrial marketing is marketing that is focused on building relationships with partners (other organizations) in order to sell industrial products. Such products include components, raw materials and supplies.
In other words, marketing onThe industrial market exists in order to promote to the market the products that other enterprises need to produce goods and services.
Tasks
It is worth dwelling on the question of what tasks industrial marketing solves. So, the first is business development to provide an advantage over other enterprises. In other words, the development of the enterprise to increase its competitiveness.
The second task is to establish interactions with other enterprises in the industrial market.
The third task is responsible for creating a favorable, fruitful environment for relationships with partners. Its solution is also aimed at minimizing possible financial risks in these relationships.
The next task is to attract investments for the development of the organization and its production.
The last, fifth task is aimed at implementing a marketing approach to management activities.
In addition, we can also highlight such tasks as market analysis to form demand for goods, activity planning, logistics and marketing policy, audit.
Functions
Speaking of industrial marketing as a concept of organization management, it is necessary to single out its complex functions. It is they who help build the work of the staff who are assigned to work in the field of marketing.
So, there are four functions, namely:
- Analytical. This function involves market research,consumers, product structure, as well as the internal environment of the enterprise.
- Production. This function is aimed at organizing the production and technological process in order to produce such products that would fully meet the expectations of consumers. The production function involves the organization of the production of new goods, as well as the organization of logistics and product quality management.
- Sales. This function is aimed at product promotion and involves the organization of a product movement system, the formation of a nomenclature, assortment of goods and sales volumes, as well as the organization of a product support service and a targeted pricing policy.
- Control. This function is designed to organize the correct economic activity of the organization and production management. The management function includes planning, marketing information and communications.
All of these features are at the core of industrial marketing strategies. Worth considering what they might be.
Strategy
Marketing for industrial products should be directed to a specific customer. In order to get such a specific product into the hands of those who really need it, the company needs to develop a marketing strategy. Its development begins with a detailed study of the buyer companies and their needs, activities and determination of their capabilities.
Analysis of suchdata will make it possible to understand what the organization needs now and will need in the future, with which relationships have been established (planned to be established). In general, this approach will ensure that strategies are developed and implemented that are suitable for each client.
Planning
In order for the chosen strategy to be implemented as efficiently as possible, it is necessary to pay considerable attention to planning, which is aimed at constantly finding new ways to improve activities in changing market conditions.
Proper planning allows the company to minimize all possible risks. Planning tasks in industrial marketing can be as follows:
- Analysis of factors of the external and internal environment of the enterprise.
- Market analysis.
- Exploring possible risks.
- The economic justification of the implemented concept of the enterprise.
- Formation of the production plan.
- Calculation of possible financial results.
- Identification of funding sources.
- Definition of a series of activities aimed at tracking costs and financial results of production.
The planning process in industrial marketing exists in order to constantly think about the goals of the enterprise and find solutions. With its help, you can solve such problems as determining the degree of viability and sustainability of an enterprise, reducing risks, concretizing prospects, and attracting attention from partners.
Pros and cons
Assessing industrial marketing in terms of its advantages and disadvantages, it is safe to say that there are more of the former than of the latter. In general, such marketing activities are aimed at promoting the product to the market. At the same time, such promotion (subject to all the rules) is based on objective assessments of the internal and external environment of the enterprise and has an economic justification.
Speaking of the shortcomings of the process, we can highlight the complexity of the process, as well as the need for large financial and time costs for its implementation.
Organization of the process at the enterprise
In order for the sales process to be launched and to increase the interest of buyers, the management of the enterprise must properly organize the work in the direction of marketing. An industrial product will be sold only when there is a demand for it, and this depends on many factors. These may include the geographical location of production facilities, the quality of the product, as well as how much it is in demand. In order to establish these and other factors, assess the capabilities and prospects of the company and make an analysis, a clear organization of industrial marketing within the enterprise itself is necessary.
To do this, a separate division is introduced into the staff structure, which, as a rule, has the name "Marketing Department". He must report directly to the director of the enterprise and interact with all otherstructural divisions. Such a structure of interaction will allow the employees of the department to request from the rest all the necessary information to compile a qualitative analysis.
A brief example of effective industrial marketing
Having de alt with the theoretical part of the question, we can proceed to its consideration with a brief example. For example, an organization is engaged in the sale of polystyrene granules, which are used for the manufacture of packaging materials. However, over time, it turned out that the disposal of packaging made from polystyrene is a complex and expensive process.
The company's marketing department began to study the needs of customers and realized that the best option would be to develop environmental pellets for packaging materials that would be very easy to dispose of. This technology is a breakthrough in the polymer industry. Therefore, with the correct positioning of the product, the incredible happened, and the organization got new customers. And all this is due to the fact that the company solved two problems of its partners at once - the purchase of material for the manufacture of packaging and the reduction of costs for the process of its disposal.
Conclusion
As you can see, the peculiarity of industrial marketing lies in difficult approaches to solving more difficult problems. With the right organization of this process, the company has the opportunity to achieve maximum success in the market by increasing sales. Therefore, it is always worth remembering that the implementation of the concept of industrial marketing in practicecontributes to the solution of production and economic problems and is of strategic importance for any industrial organization.
