Formation of the Competitive Strategy of an Enterprise Based on the Customer-Oriented Approach

Abstract

Issues related to customer-oriented strategy are of particular importance, as its development and implementation determines the conditions that meet the needs of consumers with the level and quality of service, as well as economic and social growth of the company as a whole. The article identifies the main provisions and the conception of modern customer-oriented approach of the organization, in which the system-forming factor is the process of interaction between consumer and producer, which will ensure the dominant development of service activities. Thus, research of customer orientation and its estimation characterizes actual aspects: quality of service, loyalty of consumers, and strategic priorities of competitiveness of the enterprises. The presence of any developed component of the company’s customer orientation (service, product quality, customer orientation) does not guarantee the company’s success, as a comprehensive approach is needed. This approach can be implemented by developing a project to increase the company’s customer focus, as the whole problem is fully covered. The foreign and domestic scientists and economists, who paid attention to the issue of customer-oriented management at the enterprise, among them: P. Gamble, M. Stone, N. Woodcock, P. Brown, F. Kotler, I. Mann, A. Rumyantseva, N. Ryabokon, A. Proncheva, A. Panfilov, M. Yakimenko and others, also characterized different approaches to determining customer orientation. They explored general issues such as the impact of customer focus on the competitive advantages of the organization, the concept of customer focus of the enterprise and the problems of its evaluation. The purpose of the article is the development of practical recommendations for the formation of competitive strategy of the enterprise taking into account the peculiarities of modern customer-oriented policy.

Keywords

• competitive strategy
• competitiveness
• customer orientation
• crm-system
• customer marketing