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The Methods for Assessing the Efficiency of the International Marketing Strategy of a Consulting Company
Gron O. V., Harkusha V. O.

Gron, Oleksandra V., and Harkusha, Vladyslava O. (2021) “The Methods for Assessing the Efficiency of the International Marketing Strategy of a Consulting Company.” Business Inform 10:31–37.
https://doi.org/10.32983/2222-4459-2021-10-31-37

Section: International Economic Relations

UDC 658.1:338.462

Abstract:
The article is aimed at exploring the features of the international market of consulting services in the sphere of technical design and engineering, analyzing the available methods for evaluating the efficiency of the international marketing strategy of a company and identifying the most relevant methods for assessing the marketing mechanism in the consulting industry. The analysis is carried out by comparing and collating the theoretical and practical results of specific criteria and methods, taking into account the specifics of the sphere of consulting, dynamism and variability of this market, which is growing rapidly and has the potential for further modifications. Trends and characteristic features of the international market of consulting engineering services are considered. The existing methods for evaluation of efficiency of the company’s international marketing strategy are analyzed and the most optimal methods are defined depending on the market in which the company operates, its internal resource capabilities and the strength of influence of environmental factors. As a result of the research, practical methods for evaluating the efficiency of the marketing strategy of a consulting company were systematized and the most efficient tools for assessing the feasibility, profitability, expedience of a particular international marketing strategy for a consulting company were specified, as well as a comprehensive strategic planning of international marketing activities was formed taking into account the peculiarities of the sphere of consulting on the basis of which the distinguished methods work. Prospects for further research are the analysis of batch methods of factor analysis, matrix regression analysis for modeling the relationships between latent variables of the marketing strategy and a more detailed assessment of its efficiency precisely for a consulting company on the international market.

Keywords: marketing strategy, assessment of the strategy efficiency, consulting company, international market.

Fig.: 6. Bibl.: 8.

Gron Oleksandra V. – Candidate of Sciences (Economics), Associate Professor, Associate Professor, Department of International Economic Relations, Simon Kuznets Kharkiv National University of Economics (9a Nauky Ave., Kharkiv, 61166, Ukraine)
Email: [email protected]
Harkusha Vladyslava O. – Masters Student, Simon Kuznets Kharkiv National University of Economics (9a Nauky Ave., Kharkiv, 61166, Ukraine)
Email: [email protected]

List of references in article

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Derevianchenko, T. Ye. Marketynhovyi audyt: metodychni materialy z vyvchennia dystsypliny [Marketing Audit: Methodical Materials for Studying the Discipline]. Kyiv: KNEU im. V. Hetmana, 2019.
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Kuzmin, O. Ye., Zhezhukha, V. I., and Horodyska, N. A. “Inozemnyi dosvid inzhynirynhovoi diialnosti“ [Foreign Experience in Engineering Activities]. Problemy ekonomiky. 2014. https://www.problecon.com/export_pdf/problems-of-economy-2014-3_0-pages-240_245.pdf
Lazorenko, L. V. “Upravlinnia marketynhovoiu diialnistiu pidpryiemstva“ [Management of Marketing Activity of Enterprise]. Ekonomika. Menedzhment. Biznes, no. 3 (2019): 13-17. DOI: 10.31673/2415-8089.2019.031317
Lytvyn, Z. B., and Shtefan, B. M. “Biznes-analityka v marketynhovii diialnosti pidpryiemstv: praktychni pidkhody“ [Business Analytics in Marketing Activities of Enterprises: Practical Approaches]. Ekonomika ta sotsium suchasnyi fundamentalnyi rozvytok liudstva. Leipzig, Germany, 2016. 237-240.
Seredynska, V. M., and Panasiuk, V. M. “Analitychne obgruntuvannia marketynhovykh komunikatsii“ [Analytical Substantiation of Marketing Communications]. In Analitychnyi instrumentarii v marketynhovii diialnosti, 221-231. Ternopil: FOP Shpak V. B., 2018.

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