Ovchynnikova, A.

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Solncev, S.

eLibrary National Mining University

Ovchynnikova A.S. Solncev, research supervisorNational Technical University of Ukraine“Kyiv Polytechnic Institute”PECULIARITITIES OF THE MARKETING RISK ASSESMENT IN INVESTMENT PROJECTSMarketing risk assessment in investment projects is connected with the high level of uncertainty and risk. One of the important risk assessment stages is the definition  of  potential  volume  of  sales  and  the  price  of  new  products.  These parameters form cash flows for the entrepreneur. Therefore it is necessary to pay attention to these parameters.Volume of sales and the price should be determined on the basis of marketing research. The volume of sales and price are affected by several factors:  (1) the level of product novelty, (2) the level of demand (3) the type of consumers.The levels of product novelty are follows: absolute novelty, essential novelty, novelty  in  field  of  usage,  extrinsic  novelty,  novelty  for  the  enterprise.  So particularly  for  products  with  absolute  novelty  and  essential  novelty  the  main purpose  is  to  familiarize  consumers  with  the  goods  for  stimulation  of  trial purchases. And the products with extrinsic novelty are needed the information of marketing researches about comparison with counterparts. If the product is novel for  the  company,  it  is  necessary  to  assess  the  potential  market  share  of  the company, the level of customer loyalty, entry barriers, market capacity etc.The  level  of  demand.  Ratio  of  supply  and  demand  should  be  defined.  If demand exceeds supply, the volume of sales restricted by investment and market capacity.  If  demand is less  than supply (in most  cases),  the volume of sales is determined by the potential market share of the enterprise (with usage of conjoint analysis method).Consumers:  ultimate,  industrial.  Depending  on  the  type  of  consumers  the different types of figures should be analyzed. In particular, on the industrial market the  figures  of  supplier  loyalty,  supply  needs  etc  should  be  analyzed.  For  the ultimate consumers it is necessary to analyze the potential market share, potential cost, etc. (with usage of conjoint analysis method).For each case it is advisable to use a specific set of market research methods that will permit getting the most complete information about market situation. It allows to reduce uncertainty and marketing risk level.

PECULIARITITIES OF THE MARKETING RISK ASSESMENT  IN INVESTMENT PROJECTS

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PECULIARITITIES OF THE MARKETING RISK ASSESMENT IN INVESTMENT PROJECTS

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