appropriate organizational structure of enterprise management. Research shows that
most PC manufacturers in group 1 (enterprises that tend to insourcing strategy) have a
linear-functional management structure that is not sufficiently adapted to the variety of
external and changing factors in the internal environment. The linear functional
structure due to its hardness, the extraordinary differentiation of functional zones and
levels of control can not provide the receipt of all necessary information. The
management of the programmatic subsystems allows lower-level managers to serve as
managers of a higher level and helps to ensure better maneuverability, increase the
responsibility of the executives and enhance their motivation, and senior management
provides time to solve strategic issues. Modern paint and varnish enterprises need a
management structure that would ensure the sensitivity and reaction of the enterprise
to the signals of the environment. The main executive body of the MSR is the integrated
marketing center, the head of which is the director. The Director of the Integrated
Marketing Center works directly in the Board of Directors. Integrated marketing center
includes separate functional units: Integrated Marketing Research Unit, Integrated
Commodity Policy Unit, Integrated Price Policy Department, Integrated Division
Distribution and Distribution of Goods, Integrated Communications Policy Division,
Integrated Human Resources Division, Integrated Marketing Control Division,
Integrated Support and Development Marketing System (Figure 4).
The high level of specialization of individual units within this structure distorts
the prospects for overall development. Distortions of this kind do not allow the
specialists of these units to correctly identify and solve the problem as a whole. To
solve these problems, the company has to modernize the structure, making it flexible.
The idea of flexibility can be realized when creating within the framework of the
existing management structure of software-targeted subsystems. The result of such a
modernization can be the integration and coordination of various divisions of the
enterprise.
In turn, the integrated marketing center is also a system consisting of functional
subsystems, namely: a subsystem of strengthening mutual interest of market actors in
cooperation with each other and the subsystem development of the process of mutual
support between elements of market relations. In turn, the subsystem strengthening
mutual interest of market actors in cooperation with each other includes the following
elements: the growth of the mutual benefit of relations; increase of mutual reliability
of relations; the growth of mutual trust between the subjects of relations; the level of
mutual loyalty.
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