The system of demand indicators as a factor in the formation of the growth strategy of the enterprise

Abstract

The aim of the article. The purpose of the article is to develop a scheme for the formation of a company's growth strategy based on the analysis of a system of indicators that characterize the level of market demand for a product. Taking into account the above, the following tasks were set and solved: the scheme of formation of demand in the consumer market is visualized; a system of indicators of market demand for goods on the market has been formed; it was determined how, depending on the state of market demand indicators, to determine the company's growth strategy in the market. Analysis results. The article shows that the formation of market demand in the consumer market is a process that begins with a person's value system, his motives and, under the influence of a number of factors, transforms into market demand, characterized by both qualitative (demand structure) and quantitative (demand level) components. A system of indicators characterizing the level of market demand is given: the primary level of demand, absolute and relative potentials, market capacity, absolute and relative market shares, sales potential, sales forecast. The article provides a diagram that displays the non-linear nature of the relationship between the increment of the absolute market share of the company and the cost of it. This dependence formed the basis for choosing the company's growth strategy using the Igor Ansoff matrix based on the analysis of the ratio of the system of indicators of market demand. The article presents the main hypothetical (possible) possible combinations of market demand indicators and their respective company growth strategies. The article provides considerations regarding possible directions for the formation of a growth strategy based on a study of demand indicators, costs for increasing market share, which are designed in the form of a possible combination of determining indicators of market demand and demand for the company's goods: the absolute market share and the company's sales potential, market capacity, market potential. Conclusions and directions for further research. The system of indicators presented in the article and the qualitative method of its evaluation make it possible to outline the general vision of the direction of the formation of the company's growth. Taking into account the further analysis of the goals, resources, costs of changing or improving the marketing complex and the competition in general in the existing and/or new market, it is possible to thoroughly determine which direction of development will be appropriate. The further direction of research should be the development of a detailed mechanism for choosing a growth strategy, taking into account the presented system of demand indicators, as well as the formation of a mathematical decision-making apparatus, as a component of such a mechanism