WAYS TO IMPROVE MARKETING MANAGEMENT IN A MANUFACTURING ENTERPRISE

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WAYS TO IMPROVE MARKETING MANAGEMENT IN A MANUFACTURING

ENTERPRISE

Musayeva Shoira Azimovna

Professor of Samarkand Institute of Economic and Service, Samarkand, Uzbekistan

Email:

musaeva_shoira@mail.ru

Abstract:

This article considers the importance of marketing principles in modern management

theory, revealing the content of the analytical function, determining the main directions and

indicators of marketing analysis, developing ways to improve marketing analysis in manufacturing

enterprises.

Key words:

Enterprise, competition, management system, goods, demand, supply, sales, efficiency.

INTRODUCTION

. The economic reforms carried out in our country open the doors of wide

opportunities for production enterprises. As a result of the benefits and preferences given to them,

the increase of funds at the disposal of enterprises, the introduction of new forces and the increase of

the welfare of the population serve. It is certainly gratifying to see such positive changes in our

economy and the economic activity of the country. However, today we all know well that the market

economy is an economic system that operates within the framework of the influence of a complex of

competition and so-called struggles. In this system, some enterprises cooperate with each other, and

similar enterprises are in constant competition. In their economic activities, they always meet the

needs of the times,

The growing importance of internal marketing in an enterprise is reflected in its organizational

structure. Marketing management is a set of functions of planning, organization, coordination,

control, audit and promotion performed to increase the demand for goods and services and increase

profits. Marketing management is seen as a means and philosophy of intensifying marketing

activities, the purpose of which is not to organize and promote sales, but to manage demand for the

company's goods and services in a competitive market.

Analysis of literature on the topic

Based on foreign experiences, it should be noted that the

competitiveness of the enterprise in the market is determined by the effectiveness of its market-

oriented policy. Many economists have been engaged in the development of marketing principles

and their practical application, including F. Kotler, M. Porter, D. Evans, I. Ansoff, M. Berman, M.

Golubkov, P. Samuelson, D. .We can include famous scientists like Marshall.

It is necessary to acknowledge the scientists who made a great contribution to the development of

the theory of marketing, while the research carried out in the field of marketing in our country for

many years was based on national characteristics. R. Ibragimov to them. Y. Abdullaev, A. Saliev, M.

Sharifkhojaev, D. Rakhimova, SH. Ergashkhodjaeva and others can be included.

Thus, marketing management manages the functional and institutional activities of marketing at

various hierarchical management levels of the socio-economic system in an integrated, i.e. closely

related, manner.

Research methodology. Systematic approach, abstract-logical thinking, grouping, comparison,

factor analysis, selective observation methods were used in the research process.

Analysis and results

The purpose of the study is to determine the methods of applying marketing

principles in effective management of "Daka-Tex" LLC.

In order to achieve this goal, the following tasks were solved in the research:

- Importance of marketing principles in modern management theory;

- Revealing the content of the analytical function in marketing activities;

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-Determining the main directions and indicators of marketing analysis;

-Analyzing the marketing activity of the selected enterprise;

- Development of ways to improve marketing analysis in production enterprises.

In the functional sense, marketing management is understood as the process of forming a decision,

planning and managing its implementation.

In the institutional sense, marketing management is interpreted as leadership, management power,

effective management of the achievement of the intended goal through the correct and coordinated

distribution of functional tasks among all departments of the firm based on legal and organizational

powers. .

The key factors that shape the marketing-management environment include culture, policy, and

system or structure.

Now let's look at the economic situation in "Daka-Tex" LLC from the point of view of

marketing management:

Table 23

Analysis of income, expenses and net profit of "Daka-Tex" LLC JK during 2020-2023

Indicators

2020 year

at the end

(million

soums)

2021 year

at the end

(million

soums)

2022 year

at the end

(million

soums)

2023 year

at the end

(million

soums)

Net income from the sale

of products (goods, work

and services).

50,991.18

62,262.55

58 138.12

71 248.91

Cost of goods sold (goods,

work and services).

41,963.90

59,041.81

54,648.53

63 347.52

Period

expenses

and

taxes

3 843.72

2 063.21

2 508.81

4 202.35

Net profit (loss) for the

reporting period

5 236.70

(12%)

1 626.45

(3%)

1 096.73

(2%)

3 682.63

(6%)

From the analysis of the above financial reports, it is clear that the company has recorded

economic growth in recent years. However, it is clear from these tables that as the income from the

sale of the product increases, the cost of the product also increases. We know from the above

numbers and dynamics that this has a significant negative impact on the company's net profit. This

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situation confirms that it is necessary to review the methods of marketing management and to apply

the methods of its development in the activity of the enterprise.

Againwe should add that the company does not use media such as advertising in its activities

to work directly with consumers, exchange information. As for the assortment, the number of goods

that satisfy the full demand of all genders is somewhat small. Considering the fact that the company

has recently started its operations, these shortcomings are invisible and can be overcome.

Taking into account the above shortcomings, from the point of view of marketing, the

enterprise will have to develop its own development strategy and, of course, marketing program,

relying on the principles of marketing in relation to the B2B market and customers.

Marketingmanagement plays an important role in the success of any enterprise and this is

especially important in the textile industry. We present below some of our suggestions on various

ways of developing marketing management methods at Daka-Tex LLC.

These methods include market research, digital marketing, attending industry events,

building a strong brand identity, developing custom products, and using analytics. Implementation

of the marketing methods that we offer will help the enterprise to differentiate itself in a highly

competitive market and ultimately ensure the growth of sales and profits.

Threadand the knitting industry is a competitive and fast-growing market. As companies in

this industry seek to expand their position, it is important to understand the current trends and

opportunities in the market. In this sense, we analyze the statistics and present strategies that

companies can adopt to expand their position in the yarn and knitwear market.

Market trends. According to the latest market research, the global yarn and knitting market is

expected to grow at USD 42.18 billion during 2022-2026 and is expected to grow at a CAGR of

5.77% during the forecast period

1

. The growth of the market is primarily due to the increased

demand for knitwear by the fashion and textile industries. Additionally, the rise of e-commerce

platforms has made it easier for companies to tap into a wider customer base, leading to increased

competition in the market.

The yarn and knitting market is a growing industry in the Republic of Uzbekistan, and

various market trends and developments are constantly emerging. In order to expand the company's

position in this market, it is very important to be aware of the latest market trends and consumer

demands in Uzbekistan. In this paragraph, we present the results of our research on the current

market trends of the yarn and knitting industry in Uzbekistan and the strategies that "Daka-Tex"

LLC JSC can use to effectively expand its market position.

Table 1

Analysis of changes in the development of textile products in the Republic of

Uzbekistan

2

(compared to the previous year, %)

1

https://www.reportlinker.com/p06359992/Global-Yarn-Market.html?utm_source=GNW

2

Based on the data of the website https://www.stat.uz

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Indicator

2020

2021

2022

2023

Change in Textile Product Development(%)

108.7

104.5

128.5

119.4

Above, we use the method of least squares to find the correlation equation based on the

available data.

� = �� + �

In this correlation equation, we determine the parameters k and b and the correlation

coefficient R using the following formulas:

� =

�

�=1

�

�

�

�

�

−

�=1

�

�

� �=1

�

�

�

�

�=1

�

�

�

2

− (

�=1

�

�

�

)

2

� =

�=1

�

�

�

2

�=1

�

�

�

−

�=1

�

�

� �=1

�

�

�

�

�

�

�=1

�

�

�

2

− (

�=1

�

�

�

)

2

� =

�

�=1

�

�

�

�

�

−

�=1

�

�

� �=1

�

�

�

�

�=1

�

�

�

2

− (

�=1

�

�

�

)

2

�

�=1

�

�

�

2

− (

�=1

�

�

�

)

2

ThisTo find the parameters, we make the following table:

Table 2

Years

x

(notional

year)

Y

(percent)

� ∙ �

x

2

y

2

2019

1

108.7

108.7

1

11815.69

2020

2

104.5

209

4

10920.25

2021

3

128.5

385.5

9

16512.25

2022

4

119.4

477.6

16

14256.36

�

(sum)

10

461.1

1180.8

30

53504.55

From the above data and formulas, we find the following values:

� =

4 ∙ 1180,8 − 10 ∙ 461,1

4 ∙ 30 − 10 ∙ 10

= 5,61

� =

30 ∙ 461,1 − 10 ∙ 1180,8

4 ∙ 30 − 10 ∙ 10

= 101,25

� =

4 ∙ 1180,8 − 10 ∙ 461,1

4 ∙ 30 − 10

2

4 ∙ 53504,55 − 461,1

2

≈ 0,6693;

As a result of these calculations:

� = 5,61� + 101,25

function, and the correlation coefficient is . Since the given values ​ ​ are proportional to

each other and the correlation coefficient is closer to 1 than 0, we can say that the relation between

the trend of the values ​ ​ is closer to the correlation equation we have solved.

� ≈ 0,67� > 0

Of course, there are many factors that affect the market size changes, as well as

uncontrollable factors such as Covid-19 and conflicts between some countries. But even in such a

situation, we need a market forecast for the development of the enterprise. Through this correlation

function, we can forecast the approximate growth rate of textile production in Uzbekistan for the

coming years.

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Table 3

Indicator

2019

2020

2021

2022

2023*

2024*

Conditional year

(value of x in the formula)

1

2

3

4

5*

6*

Change in Textile Product

Development(%)

108.7

104.5

128.5

119.4

129.3* 134.91*

*forecast of correlation function

Thiswe can see from the forecast table that in the following years, the level of change in the

volume of the textile production market shows a constant growth trend. And this is important

information for the company's plans for the production and sale of products for the next years.

Being aware of market trends and consumer demands in Uzbekistan is important in

expanding the company's position and position in the yarn and knitwear market. By adopting

sustainable practices, offering traditional designs, having a strong online presence, and using natural

and organic materials, Daka-Tex LLC can address current market trends in Uzbekistan and expand

its market position. Analyzing statistical data and understanding market trends, conducting research

and analysis, innovating products, collaborating with local designers and artisans also give the

enterprise a competitive advantage,

Conclusions and suggestions

In short, the sales volume of "Daka-Tex" LLC JSC is increasing year by year, but it is known

that its economic efficiency, as well as the share of net profit, has decreased.In such a situation, the

application of marketing principles in enterprise management helps to increase its efficiency.

We offer the following methods of applying brand management methods in enterprise

management:

1. Market research

.

Market research is a crucial step in developing effective marketing

management techniques. Businesses can collect information about customer needs, preferences and

behavior to inform their marketing strategies and product development. This may include

identifying specific sectors, regions, or demographics that are most likely to purchase their products.

2. Digital marketing.Digital marketing is very necessary in today's digital age. Businesses

can develop a strong online presence through a website, social media, and other digital channels to

reach and connect with customers. This includes creating high-quality content such as tutorials,

product guides and industry news that provide value to customers and position the business as a

leader in the industry.

3. Participation in industrial events.Attending industry events such as trade shows is an

effective way to showcase products, make connections and generate leads. It can also provide

valuable networking opportunities and insight into the latest trends and innovations in the market.

4. Brand identity.Developing a strong brand identity is also essential to differentiate products

from competitors and resonate with target audiences. Creating a consistent and memorable brand

identity can help build brand awareness and customer loyalty over time.

5. Special products

.

Offering specialized products and services can meet unique customer

needs and build loyalty. This may involve working with customers to develop custom products that

meet their specific needs and preferences.

6. Analysis.The use of analytics is extremely important to develop effective marketing

management techniques. Businesses can use data analytics to track marketing performance, make

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data-driven decisions, and continuously improve their marketing strategies. This includes tracking

website traffic, social media engagement and other metrics to measure the effectiveness of

marketing campaigns.

Developing effective marketing management techniques is critical to the success of any

business and is especially important in the highly competitive yarn and textile industry. By

implementing methods such as market research, digital marketing, participation in industry events,

creating a strong brand identity, developing special products and using analytics, "Daka-Tex" LLC

will have an advantage that distinguishes it from its competitors, expand its target audience, and

strengthen its relationship with them. can communicate and, as a result, increase sales and increase

revenues.

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