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License Agreement on scientific materials use.
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ROLE OF PRODUCT STRATEGY IN FORMATION OF COMPETITIVENESS OF HIGH-TECHNOLOGY PRODUCTS (BY THE EXAMPLE OF THE JOINT-STOCK COMPANY “SEMICONDUCTOR DEVICES PLANT” IN YOSHKAR-OLA)
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Tat'yana Ivanovna Lapteva
Volga State University of Technology in Yoshkar-Ola
Veronika Valer'evna Chernykh
Volga State University of Technology in Yoshkar-Ola
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Submitted:
March 7, 2017
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Abstract.
This article examines the issue of formation of product strategy on the basis of the microelectronics enterprise, joint-stock company “Semiconductor Devices Plant” in Yoshkar-Ola. The authors conduct a portfolio analysis, consider the basic products of the plant, volume of the products sales for three years, the share of the enterprise market and the strongest competitors. The paper suggests different variants of the strategy for a variety of the enterprise products.
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Key words and phrases:
микроэлектроника
стратегия
рынок
продукт
конкурент
потребитель
microelectronics
strategy
market
product
competitor
consumer
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References:
- Наумова Л. М. Маркетинговые исследования: курс лекций. Йошкар-Ола, 2010. 164 с.
- Токарев Б. Е. Методы сбора и использования маркетинговой информации: учебно-практическое пособие. М.: Юристь, 2011. 256 с.
- Федько В. П., Федько Н. Г. Основы маркетинга. Ростов н/Д: Феникс, 2012. 480 с.
- Энциклопедия маркетинга [Электронный ресурс]. URL: http://www.marketing.spb.ru (дата обращения: 10.02.2017).
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