Substantiation of Directions to Improve the Marketing Activities at PE "Euroterm-Lviv"
Students Name: Marochkanych Ivanna Mykhailivna
Qualification Level: magister
Speciality: Management of Organizations and Administration (by economic activities)
Institute: Institute of Economics and Management
Mode of Study: full
Academic Year: 2025-2026 н.р.
Language of Defence: ukrainian
Abstract: In the current context of intensified competition, rising consumer expectations, and active digitalization, improving marketing activities has become critically important for enterprises operating in the field of sales, installation, and maintenance of heating equipment. Such companies must not only ensure high quality of products and services but also interact effectively with clients, build long-term relationships, and quickly adapt marketing strategies to changing external conditions. Effective marketing management allows for increased brand awareness, the formation of customer loyalty, and ensures sustainable development in a volatile market environment. A significant contribution to the development of theoretical and practical principles of marketing activity has been made by both domestic and foreign researchers. For instance, in the publication by Voitovych N.V. [1], a systematic approach to improving marketing strategy in the context of digital transformation is substantiated. Borysenko O.S. and Suvorova I.M. [2] analyzed the current directions of transforming marketing policy in light of digital challenges. Ivanenko V.O., Botsian T.V., and Klimova I.O. [3] presented an applied use of ABC analysis for managing customer bases, which is highly relevant for building effective segmentation systems in marketing. In the publication by Kulyniak I. Y. [4], methodological approaches to evaluating the effectiveness of enterprises’ marketing activities are presented, along with key tools for their optimization. Yanchuk T. V. and Boienko O. Y. [5] emphasize the use of digital tools for automating customer communications. Particular attention should be given to the works of Hirna O. B. [6, 7], which examine the implementation of CRM systems within supply chains as a factor in enhancing service efficiency, as well as the study dedicated to the optimization of integrated marketing communications in the hotel industry under conditions of digital transformation. Despite the availability of a wide range of theoretical studies in marketing, the issue of improving marketing activities considering modern challenges remains relevant. This is due to the necessity of developing new approaches to communication, client segmentation, value proposition formation, and enhancing the efficiency of product promotion channels. The object of research is the marketing activity of PE "Euroterm Lviv". The subject of the research includes theoretical foundations and practical mechanisms for improving the marketing activities of enterprises operating in the heating equipment sector. The purpose of the research is to substantiate the directions for improving the effectiveness of marketing activities at PE "Euroterm Lviv" by analyzing the current state of marketing in the company, identifying problem areas, and developing comprehensive proposals for its modernization. Achieving the stated goal involves completing the following tasks: - to explore theoretical and methodological approaches to managing marketing activities of an enterprise; - to characterize the key elements of marketing activity and modern tools for its improvement; - to conduct a general analysis of the activities of PE "Euroterm Lviv"; - to assess the financial and economic condition of the enterprise; - to analyze the company’s marketing mix using the 4P model; - to identify weaknesses and issues in the existing marketing activities; - to propose improvements to product policy based on ABC-XYZ analysis; - to substantiate the feasibility of implementing a CRM system to improve customer service; - to optimize the marketing communication system using linear programming methods; - to evaluate the effectiveness of the proposed marketing solutions. Chapter one examines the theoretical and methodological foundations of managing marketing activities. It analyzes the essence, structure, functions, and tools of marketing. Particular attention is paid to modern approaches to marketing process improvement, digitalization, innovative communication methods, and customer orientation. Chapter two provides a comprehensive analysis of PE "Euroterm Lviv" and evaluates the effectiveness of its marketing activities. The general characteristics of the enterprise are presented, and its financial and operational performance is analyzed. Special attention is given to the analysis of the marketing mix (product, price, place, promotion), which revealed both issues and potential for improvement. Chapter three substantiates practical directions for enhancing the company’s marketing efforts. Proposed measures include product policy optimization using ABC- XYZ analysis, implementation of a CRM system to improve customer service, and optimization of marketing communications through linear programming methods. The effectiveness of the proposed measures is evaluated.