Kolechkin, I.

Taranenko, I.

Tunkara, A.

English

eLibrary National Mining University

72The rate of increase of sales have a direct impact on the amount of costs, profit andprofitability of the enterprise, so an Liz and the performance of the implementation isimportant. Its main tasks are: assessment of the level of implementation of the plan(forecast) and dynamics of the sales of products; determining the influence of variousfactors on the change in the value of these parameters;development of actions forincrease in sales volumes. The analysis of realisation of production is carried out inseveral stages: first an assessment of the performance targets for sales, (actual figuresof revenue from product sales is compared with planned target, determined by theabsolute deviation and the percentage of the plan), the next stage of analysispresupposes the study of the dynamics of sales. Actual revenue figures from sales ofthe reporting period are compared to those of the corresponding previous periods.Define growth rate, growth rate, absolute growth s conclusions are made about thenumber and type of the product t implementation. Therefore statistical analysis of theimplementation is one of the most important studies, which is an essential guidingfactor that will enable the company to operate profitably. By studying the selling tionwhich must be carried out by the company. Since the analysis begins with the studyof the dynamics of sales of products the calculation of basic and chain rates of growthand growth a marketer has to collect a large amount of information and to carry outimportant and voluminous work.Kolechkin I.., Tunkara A.Taranenko І., research supervisorAlfred Nobel UniversitySEGMENTATION OF UKRAINIAN RECREATION AND RESORTMARKET AND IDENTIFYING TARGET SEGMENTSKey words: recreation and resort market, segmentation, target segments,consumer, marketing research, competitive advantageThe political and economic crisis 2014-2015 led to the sharp reduction in touristflows in Ukraine. As a result of declining population revenues, high inflation andrapid devaluation of national currency, the cost of foreign tours in hryvnia equivalentsignificantly increased. Therefore, the share of in-country tourists increased too. Asignificant proportion of in-country tourists are consumers of recreation and resortservices. The authors performed segmentation of Ukrainian recreation and resortmarket by geographical, social-economic, demographic, psychographic andbehavioral criteria. As a result of research the customer profile was built for LitOLTD (Dnipro) that is an owner of children’s resort complex “Goldfish” located on theBlack Sea coast in Odessa region. The target segments and target consumerspreferences were defined. The results of target consumers’ market research andconducted SWOT analysis allowed to confirm the hypothesis on redevelopment thechildren's resort complex “Goldfish” into the resort family pension for parents withchildren. Market segmentation results created the basis for development ofmanagement and marketing solutions for improving the company activity in the field73of tourism.The authors suggest that efficient use of strengths and opportunities of thecompany marketing environment may enhance existing and create new competitiveadvantage by redevelopment the children's resort complex “Goldfish” into the resortfamily pension for parents with children.Based on the results of marketing research the consumer profile was built. Theconsumer is resident of the regional center, satellite cities or towns with a populationof more than 50 thousand people. His income is from 3,500 to 10,000 UAH perfamily member, age is 25-50 years. The family have children of all ages. Theconsumer holds the traditional, healthy and / or sports lifestyle. His life values are thefollowing: family, children, health, moderation in consumption. Desired benefits:family holiday at a reasonable price and recovery at Black Sea coast. Rest periodfrom 5 days to 2 weeks.Additional survey of respondents in the identified target segments showed thatconsumers are interested in holiday at the family pension for parents with childrenlocated on the Black Sea coast, at a reasonable price, which includes three meals aday and supervised activities for children.The results of marketing research of consumers preferences and conductedSWOT analysis have allowed to confirm the hypothesis on feasibility conversion thechildren's health complex in the pension for families with children. The next stepshould be the economic assessment and preparation of a marketing plan.References:1. Tourism and Ukraine. Failed flourishing. – RIA Novyny Ukrainy: [Online],Mode of access: http://rian.com.ua/analytics/20150719/370807036.html. – Lastaccess: 16 July 2016. – Title from the screen.2. Alikaeva, M.V. Theoretical aspects of the marketing of recreational servicesmarket research // M.V. Alikaeva, L.Z. Kerefova, A.S. Dzamihov // Modernproblems of science and education. – 2014. – № 6.3. Poltorak, V.A. Marketing Research / V.A. Poltorak, I.V. Taranenko, O.Y.Krasovska. – Kyiv: CUL, 2014. – 342 p.Kolomiets K.Yevseitseva A., research supervisor.Kyiv National University of Technology and Design«MYSTERY SHOPPING» AS A METHOD OF MARKETING RESEARCHKey words: mystery shopping, marketing researchWe know that in many companies there are deficiencies in staff work withclients, So to correct this situation may prove indispensable application method"mystery shopping".«Mystery shopping», or «secret shopper», or even «secret shopper», - it is themethod of research, which involves evaluating consumer experience gained by theclient in the purchase of goods or services, and to achieve the organizational

SEGMENTATION OF UKRAINIAN RECREATION AND RESORT MARKET AND IDENTIFYING TARGET SEGMENTS

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SEGMENTATION OF UKRAINIAN RECREATION AND RESORT MARKET AND IDENTIFYING TARGET SEGMENTS

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