SUBSTANTIATION OF STRATEGIC DIRECTIONS OF SALES ORGANIZATION IMPROVEMENT OF COAL ENTERPRISES OF UKRAINE

Abstract

The peculiarities of functioning of the enterprises of the coal industry from the point of view of the organization of sales are investigated, which allowed clarifying the essence and content of the terms “sales of a coal enterprise”, “marketing of relationships”, “customer orientation”, “servicing of consumers of coal production”, “sales network”. On the basis of the analytical evaluation of the main indicators of marketing activity, trends of its development in some coal countries of the world are determined. The factors that influence the organization of sales of coal enterprises in Ukraine are defined, which are conditionally classified into two groups: exogenous (political, institutional, financial, market, economic, information, environmental) and endogenous (marketing, technological, financial-economic, transport, information).
The customer-oriented approach to servicing coal consumers based on their differentiation (separation of three categories of consumers), which is based on taking into account the annual demand of different consumer groups and their specific features, is improved. The scientific and methodological foundations of the combination within the framework of realization of the concept of marketing the relationship of systemic, process and functional approaches are formed in order to improve the servicing of consumers of coal products.
The expediency of applying the network approach to the sales organization of coal mining enterprises is substantiated, the essence of which lies in the development of three models of sales networks as effective forms of partnership of participants in the coal market. The mechanism of realization of public-private partnership in management of marketing activity of coal-mining enterprises on the basis of the organizational-legal form of the syndicate is improved.
A methodical approach to the choice of the optimal channel of sale of coal products is proposed, which allows using the analytic hierarchy process to determine the most significant criteria and organize them into groups (economic, organizational, market and information), calculate the amount of coal supplied to large wholesale customers based on several factors.
A system of contractual relations between the coal mining enterprise and consumers of coal products is formed in order to organize a continuous process of concluding and fulfilling the terms of contracts for the supply of coal.