Bagrova, I.

Lykhodii, O.

English

eLibrary National Mining University

97products [3].Thus, Relationship marketing is a versatile creator of economic security. This isa manifestation of the greatness of marketing in general.References:1. Ляшенко О. М. Концептуалізація управління економічною безпекоюпідприємства : [монографія] / Олександра Миколаївна Ляшенко. — Луганськ :СНУ ім. В. Даля, 2011. — 400 с.2. Shani D., Chalasani S. Exploiting niches using relationship marketing //Journal of consumer marketing. – 1992. – № 33. Лойко Д.М. Функціональні складові економічної безпеки інноваційноактивного промислового підприємства /Д.М. Лойко // Теоретико-методологічніоснови інвестиційно-інноваційної безпеки національної економіки України:Монографія / за ред. чл.-кор. НАПН України. д.е.н., проф. І. М. Грищенка,д.е.н., проф. В.М. Узунова, д.е.н., проф. М.П. Денисенка, 2013. К.: ППЧебаненко Ю.А.– С. 298-315.Lykhodii О.Bagrova I., research supervisorNational Mining UniversityCONSUMER ANALYSIS OF ALFA-AGROMarket segmentation is the division of consumers into groups, that is segments,distinguished by relative homogeneity of demand, tastes, preferences and response tocertain types of marketing activity.The ultimate goal of target market segmentation is the selection of the consumersegment, the needs of which will become the focus of the company’s activity.It is reasonable to divide the market of agricultural products of DnipropetrovskRegion into 3 parts:• large farms (legal entities);• medium farms (mostly individuals, rarely sole proprietors);• small farms (individuals).According to the State Statistics Service of Ukraine, large farms constitute about68% of the total demand for agricultural products in Dnipropetrovsk Region that interms of money equals to 20, 65 bln. UAH. The rest 32% of the consumption ofagricultural products are allocated between medium and large farms in the ratio of 7to 1. The total of these two segments is 9 71 bln. UAH.Target segment selection. For target segment of Alfa Agro, LLC it is appropriateto select medium and small farms. The most important reasons that confirm thecorrectness of this choice are the following:98• production capacity reserve of market leaders. The maximum capacity of thecompany is much smaller than the capacity of market leaders. For example, marketleader Agro-Soiuz, PJSC is able to produce 46 times more agricultural products andthe second largest company at the market, Agroom, PJSC - almost 19 times more.Only such powerful companies can meet the needs of large farms in the Region.• segment selected is quite large. About 38% of population of Poltava Regionresides in rural areas and many of these residents have their own farms. The totaldemand for feed compound in the selected segment far exceeds the productioncapacity reserve of Alfa-Agro, LLC.• segment selected is not basic one for the main competitors. Paying sufficientattention and learning meet the needs of the segment selected, it is possible to closelyapproach to main competitors. All competitors are paying attention to large farms andtheir proposals are targeted to satisfaction of their needs.Thus, the target segment of Alfa-Agro, LLC shall be medium and small farms ofDnipropetrovsk Region requiring a manufacturer capable to satisfy the needs peculiarto them (such as goods dispatch in small batches).Lypka M.Pilova K., research supervisorShvets O., language adviserNational Mining UniversityBRAND VALUATION VERSUS BRAND EVALUATIONIn assessing the brand, two concepts “brand valuation” and “brand evaluation”are used. Both concepts are very important, but they are not the same.Valuation is an estimation of something's worth, especially one carried out by aprofessional appraiser.Evaluation is the making of a judgment about the amount, number, or value ofsomething.Thus, a brand valuation is the job of estimating the total financial value of thebrand. It is often defined as the amount of money another party is prepared to pay forit. The cost of the brand (brand value) is an estimate of discounted cash flowsgenerated by the brand for the enterprise. Brands are the object of sale. A good brandof its value is significantly higher total value of all assets. There are generally threedifferent approaches to brand valuation: the income approach, the market approachand the cost one.To value the brand categorically there is a need to understand the modern wayswhich include measuring various attributes of brand like clarity, protection,commitment, responsiveness, authenticity, relevance, differentiation, consistency,presence and understanding and assigning value to these attributes in monetary terms.

CONSUMER ANALYSIS OF ALFA-AGRO

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CONSUMER ANALYSIS OF ALFA-AGRO

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