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RESEARCH CENTRE FOR INDUSTRIAL DEVELOPMENT PROBLEMS of NAS (KHARKIV, UKRAINE)

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BUSINESS INFORM №12-2016

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49

Section: Management and Marketing
UDC 338.47:656.8
Tardaskina T. M., Stankevych I. V., Bondarenko О. M.
Defining the Marketing Strategy of Development of the USEPS «Ukrposhta» in the Context of Liberalization of the Postal Services Market (p. 318 - 323)

The article is concerned with substantiation of the marketing strategy of development of the Ukrainian State enterprise of postal service (USEPS) «Ukrposhta», based on an analysis of the existing marketing competitive strategies for enterprise development and their applicability in the context of liberalization of the postal services market. The common trends in the development of the national operator of postal service «Ukrposhta» in the context of liberalization of the postal services market have been determined. The existing possible strategies of enterprise development, aimed at ensuring competitive advantages in the market, in particular marketing strategies, have been examined. It has been found that the most effective nowadays for the national operator is the marketing strategy of leadership. The marketing strategy of development of the USEPS «Ukrposhta» has been substantiated, the main directions of its implementation have been determined, focusing on all the key postal services markets by means of growth of the sales volumes, improving the quality of services and increase of revenues. The organizational and economic foundations for implementing the indicated activities and determining the level of their effectiveness for the national operator will be the aims of further researches.
Keywords: market liberalization, marketing strategy, postal services, Ukrainian State enterprise of postal service «Ukrposhta»
Fig.: 4. Bibl.: 10.

Tardaskina Tetiana M. – Candidate of Sciences (Economics), Associate Professor, Associate Professor, Department of Management and Marketing, University of Intellectual Technologies and Communications (1 Kuznechna Str., Odesa, 65029, Ukraine)
Email: [email protected]
Stankevych Iryna V. – Doctor of Sciences (Economics), Professor, Head of the Department, Department of Management and Marketing, University of Intellectual Technologies and Communications (1 Kuznechna Str., Odesa, 65029, Ukraine)
Email: [email protected]
Bondarenko Оlena M. – Candidate of Sciences (Philosophy), Associate Professor, Associate Professor, Department of Marketing and International Logistics, Odesa National Economic University (8 Preobrazhenska Str., Odesa, 65082, Ukraine)
Email: [email protected]

Article is written in Ukrainian
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Reference to this article:
Tardaskina, Tetiana M., Stankevych, Iryna V., and Bondarenko, Оlena M. (2016) “Defining the Marketing Strategy of Development of the USEPS «Ukrposhta» in the Context of Liberalization of the Postal Services Market.” Business Inform 12:318–323.


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