![\"\"](\"http:\/\/journals.khnu.km.ua\/vestnik\/wp-content\/uploads\/2021\/01\/pdf.png\")
<\/a> \u0421\u0442\u043e\u0440\u0456\u043d\u043a\u0438: 54-59. \u041d\u043e\u043c\u0435\u0440: \u21162, 202<\/strong>1 (2<\/strong>92)<\/strong><\/p>\n\u0410\u0432\u0442\u043e\u0440\u0438:<\/strong> DOI<\/strong>:<\/strong>\u00a0https:\/\/www.doi.org\/10.31891\/2307-5740-2021-292-2-9<\/a> \u0410\u043d\u043e\u0442\u0430\u0446\u0456\u044f \u043c\u043e\u0432\u043e\u044e \u043e\u0440\u0438\u0433\u0456\u043d\u0430\u043b\u0443<\/strong><\/p>\n \u00a0 \u00a0 \u00a0\u0423 \u0441\u0442\u0430\u0442\u0442\u0456 \u0437\u0430\u043f\u0440\u043e\u043f\u043e\u043d\u043e\u0432\u0430\u043d\u0435 \u0432\u0438\u043a\u043e\u0440\u0438\u0441\u0442\u0430\u043d\u043d\u044f \u0456\u043d\u0441\u0442\u0440\u0443\u043c\u0435\u043d\u0442\u0443 \u043c\u0430\u0440\u043a\u0435\u0442\u0438\u043d\u0433\u043e\u0432\u043e\u0433\u043e \u0441\u0442\u0440\u0430\u0442\u0435\u0433\u0456\u0447\u043d\u043e\u0433\u043e \u0430\u043d\u0430\u043b\u0456\u0437\u0443 \u2012 \u043c\u0430\u0442\u0440\u0438\u0446\u0456 GE\/McKinsey. \u041c\u0430\u0442\u0440\u0438\u0446\u044f \u043f\u043e\u0431\u0443\u0434\u043e\u0432\u0430\u043d\u0430 \u043d\u0430 \u043e\u0441\u043d\u043e\u0432\u0456 \u0434\u0432\u043e\u0445 \u0444\u0430\u043a\u0442\u043e\u0440\u0456\u0432: \u00ab\u043a\u043e\u043d\u043a\u0443\u0440\u0435\u043d\u0442\u043e\u0441\u043f\u0440\u043e\u043c\u043e\u0436\u043d\u0456\u0441\u0442\u044c \u043f\u0456\u0434\u043f\u0440\u0438\u0454\u043c\u0441\u0442\u0432\u0430\u00bb \u0442\u0430 \u00ab\u043f\u0440\u0438\u0432\u0430\u0431\u043b\u0438\u0432\u0456\u0441\u0442\u044c \u0440\u0438\u043d\u043a\u0443\u00bb. \u041f\u0440\u043e\u043f\u043e\u0437\u0438\u0446\u0456\u0457 \u0430\u043f\u0440\u043e\u0431\u043e\u0432\u0430\u043d\u043e \u043d\u0430 \u043c\u0430\u0448\u0438\u043d\u043e\u0431\u0443\u0434\u0456\u0432\u043d\u043e\u043c\u0443 \u043f\u0456\u0434\u043f\u0440\u0438\u0454\u043c\u0441\u0442\u0432\u0456 \u0410\u0422 \u00ab\u0421\u0443\u043c\u0441\u044c\u043a\u0438\u0439 \u0437\u0430\u0432\u043e\u0434 \u00ab\u041d\u0430\u0441\u043e\u0441\u0435\u043d\u0435\u0440\u0433\u043e\u043c\u0430\u0448\u00bb \u043c. \u0421\u0443\u043c\u0438 (\u0423\u043a\u0440\u0430\u0457\u043d\u0430). \u0412\u0438\u0437\u043d\u0430\u0447\u0435\u043d\u043e \u0441\u0442\u0440\u0430\u0442\u0435\u0433\u0456\u0447\u043d\u0438\u0439 \u0441\u0442\u0430\u043d \u043f\u0456\u0434\u043f\u0440\u0438\u0454\u043c\u0441\u0442\u0432\u0430, \u0437\u0430\u043f\u0440\u043e\u043f\u043e\u043d\u043e\u0432\u0430\u043d\u0430 \u043c\u0430\u0440\u043a\u0435\u0442\u0438\u043d\u0433\u043e\u0432\u0430 \u0441\u0442\u0440\u0430\u0442\u0435\u0433\u0456\u044f \u0440\u043e\u0437\u0432\u0438\u0442\u043a\u0443 \u043f\u0456\u0434\u043f\u0440\u0438\u0454\u043c\u0441\u0442\u0432\u0430 \u0442\u0430 \u0441\u0444\u043e\u0440\u043c\u043e\u0432\u0430\u043d\u0438\u0439 \u043a\u043e\u043c\u043f\u043b\u0435\u043a\u0441 \u0435\u043d\u0435\u0440\u0433\u043e\u0437\u0431\u0435\u0440\u0456\u0433\u0430\u044e\u0447\u0438\u0445 \u0437\u0430\u0445\u043e\u0434\u0456\u0432. \u0420\u043e\u0437\u0448\u0438\u0440\u0435\u043d\u0430<\/strong> \u0430\u043d\u043e\u0442\u0430\u0446\u0456\u044f<\/strong> \u0430\u043d\u0433\u043b\u0456\u0439\u0441\u044c\u043a\u043e\u044e<\/strong> \u043c\u043e\u0432\u043e\u044e<\/strong><\/p>\n \u00a0 \u00a0 \u00a0The article proposes the using of a marketing strategic analysis tool \u2012 the GE \/ McKinsey matrix. The matrix is based on two factors: \u00abenterprise competitiveness\u00bb and \u00abmarket attractiveness\u00bb. The proposals were tested at the machine-building enterprise of Public JSC NASOSENERGOMASH (Sumy, Ukraine). The enterprise`s strategic state is determined; the marketing strategy of the enterprise development is proposed and a set of energy saving measures is formed. References<\/strong><\/p>\n
\n\u0413\u041e\u0420\u0415\u0422\u0410 \u041b. \u0412.
\nORCID ID: 0000-0001-9538-7989
\ne-mail: L.goreta@crkp.sumdu.edu.ua
\n\u0421\u0443\u043c\u0441\u044c\u043a\u0438\u0439 \u0434\u0435\u0440\u0436\u0430\u0432\u043d\u0438\u0439 \u0443\u043d\u0456\u0432\u0435\u0440\u0441\u0438\u0442\u0435\u0442
\nLIUBOV GORETA
\nSumy State University<\/p>\n
\n\u041d\u0430\u0434\u0456\u0439\u0448\u043b\u0430 \/ Paper received :<\/strong> 15.03.2021
\n\u041d\u0430\u0434\u0440\u0443\u043a\u043e\u0432\u0430\u043d\u0430 \/ Paper Printed :<\/strong> 01.06.2021<\/p>\n
\n\u00a0 \u00a0 \u00a0\u041a\u043b\u044e\u0447\u043e\u0432\u0456 \u0441\u043b\u043e\u0432\u0430:<\/strong> \u0441\u0442\u0440\u0430\u0442\u0435\u0433\u0456\u0447\u043d\u0438\u0439 \u0430\u043d\u0430\u043b\u0456\u0437, \u0435\u043d\u0435\u0440\u0433\u043e\u0437\u0431\u0435\u0440\u0435\u0436\u0435\u043d\u043d\u044f, \u043c\u0430\u0448\u0438\u043d\u043e\u0431\u0443\u0434\u0443\u0432\u0430\u043d\u043d\u044f, \u043d\u0430\u0432\u043a\u043e\u043b\u0438\u0448\u043d\u0454 \u0441\u0435\u0440\u0435\u0434\u043e\u0432\u0438\u0449\u0435, \u043a\u043e\u043d\u043a\u0443\u0440\u0435\u043d\u0442\u043d\u0430 \u043f\u043e\u0437\u0438\u0446\u0456\u044f, \u043c\u0430\u0440\u043a\u0435\u0442\u0438\u043d\u0433\u043e\u0432\u0430 \u0441\u0442\u0440\u0430\u0442\u0435\u0433\u0456\u044f, \u043f\u0440\u0438\u0432\u0430\u0431\u043b\u0438\u0432\u0456\u0441\u0442\u044c \u0440\u0438\u043d\u043a\u0443, GE\/McKinsey \u0430\u043d\u0430\u043b\u0456\u0437, \u043f\u0440\u043e\u043c\u0438\u0441\u043b\u043e\u0432\u0435 \u043f\u0456\u0434\u043f\u0440\u0438\u0454\u043c\u0441\u0442\u0432\u043e.<\/p>\n
\nFor formations of the marketing strategy of Ukrainian industrial enterprises it is necessary to conduct a strategic analysis of the market situation, determine marketing goals, develop a marketing plan aimed at effective strategy`s implementation.
\nEnergy saving measures of industrial enterprises should be aimed at: improving their energy security; reduction of harmful ecological action of production; increase their level of competitiveness.
\nThe mechanism for implementing the industrial enterprises marketing strategy should be able to refine (change) measures at all stages of its implementation (with further adjustment or development of a new marketing strategy). Therefore, in the strategy\u2019s formation of an important step is to monitor its implementation in order to study the effectiveness of the choice of the chosen marketing strategy.
\nThe strategic matrix models the system of relations between the given enterprise`s marketing factors and indicators of market attractiveness. The obtained results allow to form a enterprises marketing strategy. The GE\/McKinsey matrix allowed to determine the strategic position of Public JSC NASOSENERGOMASH on ratings of its potential competitiveness (horizontal axis) and market attractiveness (vertical axis). Competitiveness indicator is a list of the enterprise competitive positions (internal resources). The market attractiveness considers the absolute size of the market, its growth rate, capacity, pricing mechanism, competitive forces, etc.
\nThe paper uses a quantitative evaluation method (scoring method) and a modelling method (matrix method). The methods are common, easy to use and relevant. Their comprehensive use allowed to solve the research tasks.
\nThe work`s results for Ukrainian industrial enterprises are: the strategic actions formation to increase their competitiveness; providing recommendations on the organization of an efficient system of their energy saving.
\n\u00a0 \u00a0 \u00a0Keywords:<\/strong> strategic analysis, energy saving, mechanical engineering, environment, competitive position, marketing strategy, market attractiveness, GE \/ McKinsey analysis, industrial enterprise.<\/p>\n\n