Market Analysis as a Precondition for Improving the Image-Building Process of Enterprise

Abstract

The article is aimed at exploring the market of lighting products, which employs a production-trade enterprise, the domestic manufacturer of lighting solutions – the company «LEDLIFE» to determine the key tendencies and aspects that will be a prerequisite for improving the process of shaping the enterprise’s image. The expediency of analyzing the external conditions of the enterprise in the process of establishing and improving its image is defined and reasoned; specific features of the lighting market are identified; the main trends and tendencies of the change in the market of lighting products are determined; it is proved that the process of image formation should be based on an understanding of the specifics of behavior of different stakeholders. As a result of the research, the key tendencies in the development of the lighting market are defined, namely, the growth of production and, accordingly, consumption; the growing popularity of LED products; increase in the attention on the part of different market segments to complex solutions; an activation of local and the State authorities in the implementation of infrastructure projects, which certainly is related to the processes of energy efficiency. The research allows to suggest that the market for lighting production in Ukraine is competitive, which necessitates improvement of the management of marketing activities of producers, including image-building. It is substantiated that improving the image of «LEDLIFE» LLC will improve the efficiency of advertising and various promotions, facilitate the process of introducing new products to the market, and increase the enterprise’s competitiveness.

Keywords

• image-building
• market analysis
• enterprise
• lighting products