Marketing i Menedžment Innovacij (Mar 2013)
Analysis of market possibilities for development of pipe-rolling production on PJSC «Sumy Frunze MNPO»
Abstract
The aim of the article. The aim of this article is analysis and evaluation of market opportunities and the potential of innovative development of Public Joint Stock Company Sumy Frunze Machine-Building Science-and-Production Association, concerning to the production and upgrading of cold-rolling of the tubes with the incomplete certainty of the environment.The results of the analysis. The results of the analysis show that in recent years there is the need to increase services for modernization of cold-rolling tubes in markets of foreign countries. Main factors that contribute to the intensive development and growth of the world market for the modernization of cold-rolling tubes are revealed.It is substantiated that 543 rolling mills, which were produced in the countries of the former Soviet republics, have to be modernized. Their total mass is estimated of 4090-10895 tons. Considering the prices of modernization services which are calculated by weight, market capacity in value terms makes $49,08-130,74 million. About 75% of this capacity is the markets of the former Soviet republics.Their tube companies cannot get new mills so they will upgrade existing ones, because of the unstable financial situation.It is revealed that despite the economic crisis, in the market of production of new pipe-rolling mills their sales are growing in China, India, South Korea and Japan. Also growth of sales of the unique specialized pipe-rolling equipment is observed. Potential consumers of new rolling mills concrete enterprises of the foreign and neighboring countries are defined.The comparative analysis of main producers of new rolling mills, and also services in modernization of the available ones is carried out. As the result, their strengths, weaknesses and prospects of development in the market are defined.The authors made the analysis of market opportunities of innovative development ofPJSC Sumy Frunze MNPO in the market of production and modernization of mills of cold rolling of pipes. The analysis was made with consecutive specification of market prospects ofPJSC Sumy Frunze MNPO. Methods of SWOT-analysis, PEST-analysis and SNW-analysis were used. Features formation of the innovative strategy development of PJSC are defined as result of the analysis. They will allow to get the balance between external and internal possibilities of development and to increase chances of PJSC to reach the success.The main external (of direct and indirect action) and internal risk factors of the innovative project of production and modernization of cold-rolling pipes are revealed. The quantitative assessment of extent of their influence is executed with the method of expert evaluations. It is established that at this combination of factors the enterprise is in zone of the increased risk, generally because owing to adverse influence of external factors.The assessment of financial stability of innovative project showed its absolute stability and absence of investment risk, generally because of alleged financing of the project only at the expense of own means of PJSC.The identified multiple-factor quantitative assessment of risk allowed establishing value termsof possible losses (for separate stages and for innovative project as a whole) at worst-case scenarios. Comparison of possible losses (taking into account probability of their emergence) with the expected income of the project and PJSC as a whole testifies about the acceptable size of risk (even for the pessimistic type of behavior of the person making the decision) at implementation of the innovative project of production and modernization of cold-rolling of pipes.Detailed analysis of innovative development potential of PJSC (including the analysis of its separate components: market, innovative, production and marketing potentials) concerning production and modernization of pipe-rolling camps which testifies about high chances of implementation of the considered innovative project is made.The received results testify about high chances of realization of one of the most perspective directions of development of heavy mechanical engineering of Ukraine pipe-rolling production, regarding production and modernization of rolling mills for production of cold-deformed pipes.The development of this direction of modern machine-building production will allow realizing comparative competitive advantages of the domestic enterprises that is the priority from positionsof transition of Ukrainian economy to the innovative break strategy.Conclusions and directions of further researches. Further researches have to be directed on forecasting of the directions of the development of pipe-rolling production for the near-term and remote outlook for the purpose of definition of the priority of innovative activity directions in this branch.
