Sukhomlyn Larysa, Candidate of Technical Sciences, Associate Professor, Associate Professor at the Department of Management, Kremenchuk Mykhailo Ostrohradskyi National University, Kremenchuk, Ukraine

ORCID ID: 0000-0001-9511-5932
e-mail: larisavad@gmail.com

Orlova Kateryna, master student at the Department of Management, Kremenchuk Mykhailo Ostrohradskyi National University, Kremenchuk, Ukraine

ORCID ID: 0000-0001-8467-4608
e-mail: katya.orlova.977@gmail.com

Information and Software Solutions for the Improvement of Enterprise Sales Activity

Abstract. Introduction. Sales of manufactured products are an integral part of industrial-sector activities in a market economy. At present, enterprise finances directly depend on the efficient building of sales processes. If there is tough competition, the main sales management task is to ensure that the organization conquers and maintains its preferred market share and to achieve superiority over its competitors. For successful sales functioning, a set of measures is needed, associated with an increase in the markets for products consumers from sales activities in general, as well as for each distribution channel.

The purpose of the article is to develop practical recommendations for improving sales activities of the metallurgical enterprise, aimed at attracting new consumers through the use of modern information and software.

Results. The theoretical description of the concept of «sales» was provided in both narrow and broad aspects. In the field of commercial activity, three main stages of sales were allocated to industrial enterprises. It was determined that effective marketing policy promotes high level of competitiveness of the enterprise in the world market. An analysis of the Ukrainian metallurgical enterprise PJSC «Poltava GOK» sales activity was carried out. Thanks to the SNW analysis model, the main channels of iron ore products were defined. Through the conducted research, areas for improvement of sales activity by means of applying SEO-optimization and CRM-system were found. The benefit of the proposed measures is confirmed by the calculation of net income from their implementation.

Conclusions. The overall enterprise turnover, its growth, the rate, profit amount and the control degree of the manufacturer’s firm over bringing its products to the final consumer depend on the size of the sales network and its effectiveness. Enterprises work in the new economic conditions implies a complete transformation of all enterprise functional areas and this should mainly concern sales activities. The subject of this article is very relevant, since the sales system is the final stage in all of the enterprise’s activities of creating, producing and bringing goods to the consumer.

Keywords: sales system; distribution channels; marketing communications; SEO-optimization; CRM-system.

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