Complex marketing research as a part of the business strategic development (on the example of the LLC "INOXTRADE”): Master's Thesis / Yusup Bekmurzaev; Faculty of Economics; Department of International Management; Scientific supervisor E. G. Churley

Abstract

In a market economy, a special place is occupied by an important function in the enterprise - marketing. In today’s conditions of the market, there are constantly appearing issues that need to be addressed. What is the role of marketing in the formation of financial resources and overall strategy of the enterprise? Are there ways to increase profits? What is the impact of the marketing research on the overall financial condition of the enterprise? Because the modern economic life of enterprises is extremely complex, a very large number of various factors and especially marketing operations affects such important indicators as profit and profitability (directly or indirectly). And if the influence of some factors literally "lies on the surface" and is visible even to non-specialists, then the influence of many others is not so obvious and competently assess their influence can only be the person who perfectly knows the methods of marketing research and economic analysis. The importance of the complex marketing research and economic analysis for such important indicators as profit and profitability of an enterprise cannot be overestimated, because the profit is the final financial result of an enterprise, serving as a source of replenishment of financial resources of an enterprise. The actual task of this topic of the master thesis is the mastery of managers and marketers of modern methods of effective management of the formation, distribution and use of enterprise profits. In this regard, the responsibility for the timeliness and quality of decisions made grows accordingly. The role of marketing research is high, which makes it possible to study the needs of society in the market for goods and services. Complex marketing research is extremely relevant in today’s constantly changing business environment. This research allows to identify the main factors of company’s growth, the effective use of resources, the potential of the enterprise, as well as to determine the influence of external and internal factors on the profit, the order of its distribution. When high values of profit and profitability of the organization ensure the strengthening of the state budget through taxes, contribute to the growth of its investment attractiveness, business activity in the production and financial sectors.