Development of the marketing strategy for purchases of state companies taking into account the categorization of goods

Abstract

This paper discusses the main approaches to procurement of buildings for state-owned enterprises and the problems associated with them. The article analyzes public spending on procurement in the field of education. The structure of education spending by public customers in the national context is presented, as well as the theory of losses in the procurement of educational services by educational institutions. The procurement of three main groups of state customers is analyzed and possible ways to improve and implement missing marketing strategies are identified. A quantitative assessment of the level of marketing capabilities of firms based on data from the internal marketing environment is made.

A marketing analysis of the takeover marketing of this group of companies was carried out, a takeover marketing strategy was developed, methods for its implementation were developed, and the first results of implementation were presented as a conclusion of the work.

On the basis of the developed marketing policy, negotiations were held with the management of these groups of companies and the proposed strategy was implemented in the course of the experiment.

            The article examines the impact of legislative norms on the development of Ukraine's production potential in the field of public procurement in terms of establishing requirements for the degree of localization of enterprises' production.

A marketing strategy for calculating the expected cost of procurement, a marketing strategy for cooperation with potential market participants (external) and a marketing strategy for coordinating procurement at public sector enterprises (internal) have been developed. These changes streamline the work of companies, identify those responsible for each stage of procurement, and make the rules for working with the public market more transparent.