relations: outsourcing or in-kind. It has been established that the environment of
enterprises that use the outsourcing strategy has a positive effect on the process of
formation of marketing interaction systems, and the situation with manufacturers of
paint and varnish goods that use the strategy of inforcing - the opposite.
Autorskaya model of competitive forces. The authors of the Oxford Explanatory
Dictionary sing a leading feature of the firm's strategic behavior in the market, which
reveals the main content of the strategy: "This is a change in the structure of the
market." This definition quite successfully reflects the author's view on the problem,
but for the final improvement, we can say: The strategy of marketing relations - is the
impact and response of the enterprise to the market structure.
The well-known American economist A. Chandler analyzed the dependence of
the organizational structure of enterprise management on its strategy. A significant
result and the final result of many years of fruitful work of the scientist was the work
of "Strategy and Structure. Chapters in the History of the American Industrial
Enterprise ", in which the author formulated his famous business principle:" The
strategy defines the organizational structure of enterprise management "[1].
The
traditional approach to the concept of marketing strategy is the model of the "strategic
triangle", which was outlined by Kenichi Oma. In this triangle, the direct interaction of
the firm, both with consumers, and with competitors [2, c.237-238] is considered. The
essence of this model comes from the basic principle of marketing strategy - to achieve
a stable position in the market in a competitive environment. Robin Winslie develops
this approach and proposes an "enhanced strategic triangle." The development of the
"strategic triangle" model was due to the recognition of the role of intermediaries in
many industries. Thus, "... the competitive behavior that arises in the market can be
considered as a result of ... actions of the manufacturer as well as the retailer" [2, c.249].
Theoretical as well as practical research (on the example of the PC market), the authors
of the work do not deny the two approaches proposed by foreign scientists, but they
find it necessary to supplement them. Based on the model of competitive forces M.
Porter, competitive relations are not only between the focal point and its competitors,
they involve other elements of the marketing environment: consumers, intermediaries,
suppliers, therefore the "strengthened strategic triangle" should look like a quadrangle,
taking into account that market element. In the PC market there has been a situation
that can be defined as price competition, the price largely determines the profitability
and reliability of the relationship. n the structure of the cost of PC for raw materials
accounted for about 70%, so the final price to a large extent depends on the pricing of
suppliers. Thus, suppliers act as the most significant competitive force that determines
the choice of a certain strategy of the enterprise-producer.
In the context of the company's orientation towards the marketing of relationships,
the consideration of relations between market entities is limited only by their
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