Scientific Collection «InterConf», (39): with the Proceedings of the 8th International Scientific and Practical Conference «Science and Practice: Implementation to Modern Society» (December 26-28, 2020) at Manchester, Great Britain

Table №1 
Composition of gross value added of industrial production at the end of 2019 (in % to total) 
 
In general, in the context of modernization of the economy, in the period of deep 
structural changes and economic reforms in the country, there are opportunities for 
more rapid development of industrial production, especially in metallurgy, textiles, 
food, chemicals and petrochemistry and machinery. 
In order to further improve and ensure the safety of the production process in 
industrial enterprises, it is necessary, first of all, to improve product quality and adapt 
to the competitiveness of domestic and global markets. This in turn requires any 
manufacturing enterprise to develop a marketing strategy. 
In our opinion, it would be expedient for industrial enterprises to use the number 
of modern analytical methods in choosing a development strategy.
1. PEST analysis. It is a type of analysis of an organization’s external environment 
that allows a specialist to determine the comparative importance of environmental 
factors grouped into four groups (social, technological, economic, and political factors) 
in preparation for future strategy development.
2. SWOT analysis. It is a key part of strategic marketing, which analyzes the 
macro environment of the market and the specific goals of the markets, the firm itself 
and its competitors according to a complex scheme of “strengths-weaknesses-
opportunities-threats”.
3. Using the Dje-Mackenzie (market attractiveness or strategic position) matrix. 
This matrix allows for more differentiated strategic marketing decisions on the 
13,8%
13,4%
7,3%
36,3 %
6,2%
2%
3,2%
9,7%
8,1%
Саноат
Food products
Textile products
Chemical industry
Metallurgical industry
vehicles
wood and paper products

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effective use of enterprise potential, depending on the level of market attractiveness. 
We believe that the following features of the strategy are important in the 
development of marketing strategies in industrial enterprises:
• The strategy is structured under appropriate conditions and taking into account 
the unpredictability of the situation;
• The strategy should be linked to a wide perspective of the future; 
• The strategy envisages a step-by-step placement of activities, the existence of 
separate intermediate goals for each stage, and connects all these stages and goals with 
a single basis for decision-making;
• The strategy should take into account not only the actual availability of the 
resources, but also the opportunities of them. 

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 SCIENCE AND PRACTICE: IMPLEMENTATION TO MODERN SOCIETY
365 
UDC 339.138