Academic literature on the topic 'Business logistics. Sales promotion'

In most developed economies the costs of logistics management are steadily growing and account for an increasing proportion of the gross national product. Logistics costs have become an important part of the added value of products and logistics management is increasingly regarded as an important weapon in the international competitive struggle, in particular by large market‐oriented companies. The emphasis in marketing strategies is shifting from product and price to promotion and place. Rapidly changing customer demands have an increasing effect on company policies. Reduction of product life cycles and assortment expansion will lead to faster development and delivery of new products and to smaller‐sized and more frequently placed delivery orders. Advancing technology will cause production to require more focus. Customers are becoming more demanding and manufacturers have to react faster to changing demand on the part of both private consumers and industrial customers. This requires enormous flexibility, which will be increasingly aimed at conquering and securing sales potential in the liberalized European market. Successful companies will focus on core activities. Activities other than core activities, but serving them, will have to be outsourced.

The article clarifies the definition of an Internet platform. The main markets are identified where the use of Internet platforms would be most appropriate. The existing definition of Internet platforms is analyzed and the author’s vision is proposed, which is based on the research. The main characteristics of the Internet platform for the promotion of industrial goods are highlighted. It is noted that in the modern world of digital technologies, Internet platforms have wide opportunities and prospects for application by domestic industrial enterprises. The main purpose of the existence of Internet platforms is to help enterprises whose goal is to enter global markets. Due to the high technical level, their implementation can significantly increase the speed of logistics operations, increase the efficiency of activities (communication, logistics, innovation, investment, etc.), improve its quality (thanks to customization), realize unique after-sales service opportunities for various markets, various target consumer groups, etc. The use of Internet platforms by industrial enterprises is, on the one hand, aimed at establishing mutually beneficial relations with stakeholders, and on the other, at coordinating the company's internal business processes with external capabilities and threats. The author formulated the main features of the creation and use of Internet platforms for the promotion of industrial products, identified the business processes of an industrial enterprise when using an Internet platform. Separately, a structural diagram of the business processes of an industrial enterprise using the Internet platform is proposed. Keywords: Internet platform, business processes, tools, industrial enterprises.

The paper provides insights into logistics specifics and its key elements at a modern enterprise in the context of globalization along with discussing the interrelation of modern marketing tools and possibilities of its implementation within enterprise logistics activities. It is argued that consumer logistics is the most critical element in the enterprise logistics system. In contemporary market environment, consumer demands in the industrial market are not limited to meeting the manufacturers’ needs for raw materials and high quality materials and products but also involve efforts to ensure timely delivery as well as the access to flexible pricing plans for logistics services at a minimum total cost. It is emphasized that responding to the above requirements and meeting the consumer expectations challenge the design and implementation of relevant marketing activities and policies. The modern marketing and logistics concept seeks to address the following objectives: developing and planning product assortment; information flows management; product turnover and sales management; advertising and sales promotion, etc. The findings demonstrate that the company effective e-marketing management strategy in the logistics frameworks will boost its long-term competitiveness compared to other companies operating in the market. It is argued that a competitive e-sales management strategy should be based on a thorough analysis of the company's current competitive position in order to improve it. In this context, the company's competitive position is determined by its competitive advantages in the Internet and this market attractiveness to manufacturing and business activities of the enterprise. The best practice from the countries with developed economies shows that in modern realia the company succeeds if it focuses on the customer, provides high quality products and services, and promotes up-to-date management methods. Effective communication with a customer is a crucial and integral part of the company tender procurement process, being a starting and a final stage of product output. By the results of the study it is concluded that meeting the customer expectations is a key goal for modern enterprises.

Purpose Chinese consumers’ cross-border internet shopping, so called “haitao” is an emerging popular trend in China. Haitao can be understood as service innovation process because it creates new market spaces and provides differentiated values for Chinese customers. Design/methodology/approach This study aims to explore the service innovation strategies and success factors of haitao business in the Chinese market. The authors selected two successful haitao sites of Amazon.cn and Gmarket.co.kr, as representatives of a global player and a niche player, and conducted a comparative case study to analyze their service innovation strategies and key success factors. Findings This comparative case analysis based on value chain framework revealed some common success factors such as trust, advanced system and alliances as well as their service innovation efforts. Amazon has advantages such as efficient logistics system and global sourcing, whereas Gmarket has advantages such as product category, sales promotions, and payment system. Originality/value This study provides some implications for managers with localization, alliances and platform strategies.

Abstract Small and Medium Enterprises (SME‟s) was proven to increase the country economic condition due to its capability to retain the product and capital flow stay inside. SME‟s tend to be more creative than the large and traditional enterprises, though the profitability may vary across segment. The rise of technology has brought the customer to be more educated related to product due the ease of information dissemination. Web 2.0 was the basic of today’s social media communication in the context of logistics, enabling the society to directly interconnected one to another. Based on this reason, this study proposed an alternative to understand the SME’s owner in adopting the use of social media for business and logistics purposes including marketing, sales, product announcement, etc. This study involved 53 respondent around south east Kalimantan. The data was analyzed by using GSCA analysis due to its ability to explore the effect amongst variable while ensuring the consistencies. The results present that all exogenous variables show a positive and significant effect, though the only variable showing non-significant effect is the performance expectancies. The greatest effect is shown by the social factor on attitude towards the social commerce.

The paper offers a system approach to cost analysis in garment manufacturing. The content of cost analysis and its major elements have been disclosed: the purpose, objectives, object, subject, principles, information and methodological support, unit of measurement and results. The major problems that affect the expenditure level in domestic garment manufacturing have been revealed. It is evidenced that factors of both internal and external environment negatively affect cost management, thus triggering the problems at the three levels: the macrolevel (the Ukrainian industry), the mesolevel (sector of textiles, apparel, leather, leather goods and products from other materials) and the microlevel (garment manufacturer). The key macrolevel problems account for inflation, tax burden, imperfection of legislation, tariffs on public utilities and energy, political challenges, low solvency of the population. At the mesolevel, the major challenges are: the low level of cooperation between domestic enterprises and supporting industries, high import dependency and the high price of imported raw materials, equipment and technologies, small share of medium-sized enterprises or small business associations, intense competition, lack of active government support. Among the main problems at the microlevel are moral and physical depreciation of equipment with depleted resources, low-skilled young employees and high staff turnover, low competitiveness and high production costs, high toll rates, underdeveloped logistics infrastructure which hampers the finished product sales, insufficient product intellectual property rights protection, inadequate national brand promotion policies. The research findings provide an assessment on how the above challenges affect business costs. The problems have been classified depending on the extent of their regulatory management capacity. A matrix has been constructed that allows problems differentiation and their priority setting. This matrix application will contribute to enhance the decision-making and cost management efficiency in garment manufacturing.

The virtual environment is getting closer to the person. From an information field designed for information exchange, it is transformed into a full-fledged business environment. A significant number of business processes today are conducted via the Internet, which necessitates an alternative approach to the organization of key aspects of management. The rapid development of technology leads to the emergence of novel forms of interaction between contractors, increases their range, involves not only manufacturers and buyers but also other companies, including logistics, banking, brokerage, into the processes, which leads to increased overall business activity. Intensification of business interaction leads to the emergence of new business models. In particular, the current stage is characterized by the transition from online stores to marketplaces, which are full-fledged trading platforms where there is supply and demand. The article examines the prerequisites for the emergence of marketplaces as one of the tools of digital marketing and provides a brief description of them. Thus, the analysis of the level of Internet penetration in the world and in Ukraine confirmed the course of digitalization of society. The study of analytical reports made it possible to confirm the rapid spread of access to the network and the involvement in the virtual environment of an increasing number of users in different age groups and from different regions. Such penetration allows to take into account globalization, eliminate barriers to access, and ensure greater involvement of counter-parties in market processes taking place in the network. The analysis of e-commerce indicators has confirmed the assumption that the intensity of use of e-commerce services correlates with the level of the Internet penetration. Joint analysis of the level of the Internet penetration and e-commerce data has revealed the key characteristics of the modern user of the network as a buyer. In particular, to outline his or her behavioral and consumer preferences, note the attitude to advertising, the desired level of service and the need to ensure data confidentiality. Drawing up a portrait of the consumer allows to understand his or her network activity and take it into account in the formation of communication, sales organization and product promotion. Tracking consumer activity also permits making a modeling impact on it, pushing the buyer to certain actions from information to purchase. Assessment of the current situation in Ukraine allows to predict a corresponding increase in activity in the field of electronic sales. The various business models used in e-commerce are considered, and their functionality is depicted. The key factors that led to the emergence of marketplaces are highlighted and the impact of each of them is considered separately. The classification of marketplaces according to different classification features is given and the advantages of use are outlined. The tendency to emergence of new formats of marketplaces and expansion of their functionality is revealed, which significantly increases the possibilities of users from the position of organization of work and ensuring circulation of information flows. The main drivers of formation of marketplaces in the world and Ukraine are singled out. The vector of their development is traced.

In a market economy, it becomes relevant to improve the organization management. The aim of solving this problem is to reduce the cost of production in order to increase its sales and increase competitiveness in the consumer goods market. The current state of retail trade in Ukraine in terms of the enterprises development their shares in the total volume of trade, the use of business organization advanced principles, experts assess as rapidly developing. Even modern crisis phenomena in the economy are not of the nature that can change the trends in the qualitative transformations of retail trade. The article analyzes the consumer goods market in Ukraine, which is developing most dynamically. It was found that the consumer goods market capacity has more than tripled recently and has a steady tendency towards further growth. At the same time, in addition to quantitative changes, this market is undergoing qualitative changes, which consist in changing the ratio between food and non-food products, as well as in changing the share of trade enterprises commodity circulation. Existing approaches to organizing the supply chain, based on the idea of turnover as a continuous flow of materials, cannot provide the necessary efficiency of the supply chain due to the fact that they do not take into account very influential factors, such as the relatively long time between adjacent deliveries, the likelihood of a return on the products share and forwarding batch supplies. Therefore, the most appropriate is the presentation by the material flow of consumer goods as a partially ordered movement of goods individual discrete components, which are significantly influenced by both internal (rationalization of marketing and logistics assets in the promotion of material flows, rationalization of inventory management systems, the need for redistribution of stocks between parts of the supply chain), and external (competitive environment, social and geopolitical factors, level of service) factors. Keywords: consumer goods, delivery, automobile transport.

Since the twentieth century, it has been an era of rapid development of information technology; the scale of data is almost the growth rate of the blowout type; no matter what it is, a large number of enterprises or departments are increasing a large number of cost data. However, the current cost management model still remains in the traditional management method and lacks a smarter big data analysis method. In addition, there is a lot of research on big data applications, and there are few e-commerce supply chains. Therefore, the research purpose of this study is to use big data technology to explore a series of practical operation methods for supply chain Cultural Communication Enterprises and summarize the operation mode of building SCC control by using big data technology. In terms of research methods, this study combined bibliographic review and empirical analysis, explored cost-based mobile e-commerce (EU) cost control related to big data information, used smart and digital analysis methods to thoroughly analyze CCE business issues from internal and external supply chains, established an e-commerce business supply chain cost control model based on big data technology and elaborated cost control procedures and measures. Finally, it summarized the research results and drew conclusions to provide a theoretical basis for promoting enterprises products products to reduce supply chain costs. The research in this study has achieved a breakthrough in the cost management and control of EE; it provides empirical guidance and theoretical reference for EE to adopt big data technology for cost command of supply chain (CCSC), could help EE to reduce cost of supply chain management to gain higher profit margins, and promote e-commerce industry as a whole to the next level eventually. This study concluded that the use of big data technology for cost command can solve a series of problems effectively, such as the lack of systematic analysis of cost, the lack of contractual partners, the serious waste of sales links, and the policy errors of logistics links, and continuously improve the enterprise management level and the decline of comprehensive cost. The application mode of supply chain CCE enterprises using big data technology constructed in this study has universal applicability.