Вибір стратегії розвитку підприємства на стадії бізнес проєктування

Abstract

The article deals with issues related to the development of a marketing strategy at the stage of Strat up in wartime. It has been established that today, without a clear understanding of the specific direction of the company’s development, knowledge of its consumer and the mission of the company, it is impossible to develop and effectively exist in a highly competitive environment. It was revealed that not every entrepreneur who starts his own business project understands the existing difference between such similar concepts as marketing strategy and business strategy. Therefore, there is a definite need to clarify the difference between these concepts and touch on the practical application of strategic planning in the activities of enterprises in more detail. Each stage of the development of an enterprise is unique, and at each of them certain requirements are imposed on the development of a marketing strategy. The most interesting for the author of the study is the stage of Strat up. It was revealed that the main guidelines for business owners in this situation are two points: why he wants to do this business and what results he wants to achieve. The main differences between the business strategy, which is the basis, the canvas that the owner uses when organizing his business, are established. And a marketing strategy, which is a certain algorithm that helps to scale the business and make it successful. The main and most interesting tool at the business design stage is the use of a business strategy canvas, which includes: knowledge about the product, customer, key activities, communication channels, financial issues, resources that are available, knowledge about the main partners, cost structure. Placed on the need to study the internal and external environment, as well as conducting a comprehensive analysis of the company’s activities using strategic marketing techniques is emphasis. It has been established that the definition of strategy directly depends on the life cycle of the company’s product and changes along with it. It is confirmed that companies with a clear marketing strategy are more likely to succeed than those that do not prescribe it.