Strategic Management of Factories in Conditions of Innovation-Marketing Orientation in the Industrial Market

Introduction

Transformational changes in the economy necessitate the adaptation of Ukrainian industrial enterprises to the new economic environment, its requirements and laws. Under the pressure of external circumstances, enterprises are forced to constantly develop, to create additional competitive advantages, which is possible only in the system of adequate and timely changes. However, changes in the economic environment are happening so quickly that businesses need not only to be prepared for them, but also to have a case-by-case scenario (Meshko,2008). Developing and evaluating several scenarios in the future will help you choose your enterprise development strategy. These arguments determine the relevance of this study. The first step to improving the strategic management of any enterprise in the management system is to assess its readiness for strategic change, namely: it is necessary to determine the feasibility and feasibility of their implementation. The possibility of change depends both on the conditions existing inside the enterprise (internal factors) and on the conditions prevailing in the external environment (external factors) Voronkov (2010), Pereverza (2012). In the construction of the model, one of the most important tasks is the choice of indicators that characterize the activity of the enterprise, as well as the identification of internal and external factors, the degree of their influence and limit values in different production processes and situations.

The development of a specific approach with its tools for analyzing the development of complex systems is due to the need for strategic prediction, especially in cases where in a short time the factors of micro and macro environment change dramatically, new opportunities for business expansion or diversification arise, or the framework conditions of enterprise activity change Robinson, Burch, Talwar, O’Shea & Walsh (2011), Van Notten (2006).

PJSC “Interpipe Nizhni-Dnipro Pipeline Plant”, specializing in the production of seamless pipes for the extraction and transportation of products in the oil and gas industry, special purpose pipes for the engineering and energy industries, general purpose pipes and bundles transport.

The lack of sufficient funds should not impede the implementation of promising innovative projects. The activity of the enterprise should be guided by creation and attraction of those innovations which in the current conditions will allow to create sustainable competitive advantages.

So, we can identify the marketing management problem that PJSC “Interpipe” is facing: assessing the current economic status of the enterprise, as well as deciding how to choose key areas for strategic change management through scenario modeling, depend on where the enterprise frame is in the current period, and in which it plans to be in the future.

The purpose of this work is to investigate the problem of strategic management of an enterprise of innovative marketing orientation in order to determine its competitive position in the industrial market. To achieve this goal in the work set the following tasks:

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  to substantiate the feasibility of implementing the scenario approach as a mechanism for implementing the strategic objectives of the enterprise;

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  to evaluate the external and internal conditions of change and to provide an integrated assessment of the external and internal environments of the enterprise;

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  to determine the scenarios of the enterprise development on the basis of calculations of integral indicators of the state of the external and internal environments of the enterprise.

The paper is organized as follows. In the next section discusses the research method followed by a comprehensive review of the literature on the topics covered in the study. Then, empirical findings are reported. Finally, the last section provides valid conclusions and suggestions for further research.