Justification of the Marketing Strategy of the Business Plan of the Enterprise

Abstract

The purpose of the article is to substantiate the parameters of the marketing strategy of business planning of enterprises. The study reveals the relevance of the problem of developing a business plan and in particular a marketing plan for an entrepreneurial project. The process of business planning at the enterprise is considered as a set of interrelated management processes in the form of: determining the definition of the structural unit of the enterprise, assessing the external environment, assessing the internal structure of the enterprise, developing alternative solu­tions, justification and selection of optimal solutions, implementation of optimal solutions and implementation of results. The practical significance of the research results is that the directions of strategic goals of the entrepreneurial project of creating a new strategic unit of the enterprise are generalized. The budget of expenses for advertising at realization of the enterprise project of creation of new division on retail trade of the enterprise is developed. The distribution of the budget of marketing costs in the implementation of the business project to create a new store of the enterprise. Forecasting of sales of products and gross income during the implementation (in the first year) of the entrepreneurial project of the enterprise was carried out. The scientific novelty of the research results is that the economic essence, main components and stages of development of the business plan as a document are determined; the role of business planning in the entrepreneurial activity of the enterprise is revealed; identified opportunities to use the practice of business planning of business processes at the enterprise and the development of its strategic units; the most important structural components of realization of the enterprise project of the enterprise are developed.

Keywords

• project management, business planning, marketing plan, regulatory and methodological support, implementation of a business plan.