competition. Outside of attention there is cooperation and agreement. At the market of
PC, enterprise-competitors are simultaneously connected with cooperative ties, act as
suppliers to each other, are members of associations. Thus, relations between all
subjects of market relations influence the competitive state of the focal enterprise.
Thus, the strategy of the company stipulates relations with all market elements - the
foreseen subjects of the marketing system of the interaction of the MSR. In [3] the
author considered the relationship between elements of the marketing environment,
which were separated into components: competition and cooperation as factors of
formation of the MSR, which are the basis of the strategy of marketing relations.
Proceeding from the above, the authors proposed a model for a strategic quadrilateral
(Figure 1).
Figure 1. Strategic quadrilateral mode
The introduction of marketing relations in the practice of the operation of an
enterprise is a corporate strategy in the conditions of its functioning on the principles
of modern marketing approach. Based on the hierarchical structure of the strategy, in
particular, the strategies of marketing relations, proposed its following levels: corporate
level - the strategy of formation of the marketing system of interaction, the level of a
separate unit - the strategy of the formation of individual systems (the system of
interaction with suppliers, the system of interactions with intermediaries, the system of
interaction with consumers, the system of interaction with competitors), strategy at the
level of individual market players - enterprises and / or private consumers, strategies
for system level - the strategy of reorganization of the enterprise integrator.
The enterprise-manufacturer of paint and varnish goods PC performs on the
market the functions of the consumer in relation to suppliers and the supplier's function
for resellers and end users. P. Cheverton uses the concept of "strategic supplier," and
writes: "... the definition of a strategic supplier ... means such a supplier who has been
cooperation
cooperation
competition
cooperation
competition
cooperation
Enterprise Integrator
МSR
Trading
intermediaries
Competitors
Consumers
Suppliers
competition
competition
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