期刊名称：IOP Conference Series: Earth and Environmental Science
印刷版ISSN：1755-1307
电子版ISSN：1755-1315
出版年度：2019
卷号：315
期号：2
页码：1-7
DOI：10.1088/1755-1315/315/2/022107
出版社：IOP Publishing
摘要：The article deals with the development of marketing strategies. There is set out the methods for developing a marketing strategy for the agrarian enterprise. The formation of a competitive developmental strategy has been considered, as well as formal and informal marketing strategies have been identified: BCG matrix, Ansoff matrix, Porter matrix, and development of author's methods. The matrix of the Boston Consultative Group allows to identify the most promising and, on the contrary, the "weakest" products or divisions of the enterprise, which are divided into 4 types: stars, cash cows, difficult children, dogs. Ansoff Matrix systematizes the available information about the market and the company's products, helps to choose the right direction of business development, taking into account the available resources and capabilities of the enterprise. In addition, the article describes the structure and construction of the Ansoff matrix, which consists of four marketing strategies: market penetration strategy; market development strategy or expansion strategy; product development strategy, product development strategy or product expansion; diversification strategy.
