INFORMATION AND ANALYTICAL TOOLS FOR MARKETING ACTIVITIES OF BUSINESS ENTITIES

Abstract

The article systematizes and summarizes information and analytical tools for marketing activities of business entities. Application of tools for analysis and evaluation of marketing activities of modern business entities is a complex and multi-stage process. The complexity and multi-step nature requires immersion in all aspects of the financial and economic activities of the research object, including the definition of the problem and research goals, information collection, analysis and evaluation. The importance of the tasks of analytical tools is also determined by the fact that marketing is the leading function that determines the production policy of a business entity in modern and rather complex operating conditions, and determines the development strategy. Analysis of marketing activities is aimed at monitoring and evaluating the internal and external environment of business entities. Analysis of the internal and external environment allows us to assess the rationality of the tasks set in terms of forming strategic goals and choosing a strategy for sustainable development of the business entity. Strategic objectives determine the understanding of the competitive dynamics of the industry, which in turn allows you to take effective and rational business steps, as well as identify opportunities, privileges and competencies. Given the fact that modern market conditions for doing business are characterized by a high degree of dynamism and business entities have to face a number of difficulties, it should be noted that ensuring their financial and economic activities in line with sustainable development is possible using a marketing approach. The priority objectives of the analysis are to determine the factors and causes of the strengths and weaknesses of various economic entities.