Product policy of light industry enterprises under fuzzy conditions

The process of the structuring of an industrial enterprise product portfolio is examined in the framework of the portfolio balancing search. In order to resolve the contradiction between the concept of «consumer» marketing and the reality of industrial enterprises, we propose to build a modified three-dimensional matrix in which to the two axes: the commodity and the market, – the third technology axis is added. For each axis the matrix is divided into 2 quadrants «new» and «old». The first quadrant carries all products, markets and technologies with which the enterprise operates, the second – all promising goods, markets and technologies. Thus, a multidimensional (in this case, three-dimensional) matrix is constructed: «Commodity – Market – Technology», taking into account the features of marketing of manufacturing enterprises marketing under innovative development conditions of modern markets The possibility is shown to construct a multiple forecast model of a product life cycle basing on the model of innovation diffusion with fuzzy estimated parameters of a static model. The resulting forecast makes it possible to determine a triangular fuzzy number of the product consumption for a certain life cycle year. Such an estimation better correspond with initial data and includes the percent estimated model of estimation uncertainty, if the consumption forecast will be not achieved.

1. Kotler F. Marketing menedzhment [Marketing management]. St. Petersburg: Piter, 2003. 800 p. (In Russ.)

2. Webster F. Osnovy promyshlennogo marketinga [Basics of Industrial marketing]. Moscow: Izdatel’skii dom Grebennikova, 2005. 416 p. (In Russ.)

3. Kotler F. Marketing, menedzhment [Marketing management,]. Moscow: Delo, 1999. 896 p. (In Russ.)

4. Golubkov E.P. Osnovy marketinga [Basic marketing]. Moscow: Yurist, 1997. 352 p. (In Russ.)

5. Mentzer J.T., Flint D.J., Hult G.T.M. Logistics Service Quality as a Segment-Customized Process. Journal of Marketing. 2001. Vol. 65. No. 4. Pp. 82–104. DOI: 10.1509/jmkg.65.4.82.18390

6. Tikhobaev V.M. Sbalansirovannost’ razvitiya ekonomiki v usloviyakh rynka [Balancing economic development and market condtitions]. Diss. … d-ra ekon. nauk. Moscow, 1998. 275 p. (In Russ.)

7. Pyatkyavichute N.A. Razrabotka metodov otsenki i stimulirovaniya obnovlennoi vysoko-kachestvennoi tekstil’noi produktsii (na primere tekstil’noi promyshlennosti Lit. SSR) [Development of methods of evaluation and stimulation of modernized high quality textile production (on example of Lithuania SSR)]. Diss. … kand. ekon. nauk. Moscow, 1983. 191 p. (In Russ.)

8. Mahajan V., Muller E., Bass F.M. New product diffusion models in marketing: a review and directions for research. Journal of Marketing. 1990. Vol. 54. No. 1. Pp. 1–26. DOI: 10.1007/978-3-662-02700-4_6

9. Nedosekin A.O. New product sales management with fussy modelling. Upravlenie prodazhami. 2004, No. 3. Pp. 16–25. (In Russ.)

10. Nedosekin A.O. Fussy sets financial maangement. Audit i finanso-vyi analiz. 2003. No. 3. Pp. 195–255. (In Russ.)

11. Silakov A.V., Silakov A.V. Price factor estimation in product risks analysis of industrial enterprise on example of textile industry. Upravlenie riskom. 2007. No. 2(42). Pp. 4–10. (In Russ.)

12. Silakov A.V. Ivashchenko N.S. Selection of product portfolio structure of enterprise on balance analysis. Marketing v Rossii i za rubezhom. 2004. No. 6. Pp. 71–87. (In Russ.)

13. Limbkin M., Day G.S. Evolutionary processes in competitive markets: beyond the product life cycle. Journal of marketing. 1989. Vol. 53. No. 3. P. 4–20. DOI: 10.2307/1251339

14. Lyon D.W. Is Right (or is it). Marketing Research. 2002. Vol. 14. No. 4. Pp. 9–13.

15. Quinn J.B. Managing innovations: controlled chaos. Harvard Business Review. 1985. No. 3 (63).

16. Mamdani E.H., Assilian S. An Experiment in linguistic synthesis of fuzzy logic controller. Int. J. Man-Machine Studies. 1975. Vol. 7. No. 1. Pp. 1–13. DOI: 10.1016/S0020-7373(75)80002-2

17. McCarthy E. Basic Marketing: A managerial Approach. Homewood (Il): Irwin, 1996. 350 p.

18. Meister D. Conceptual Foundations of Human Factors Measurement. Mahwah (New Jersey); London: Erlbaum, 2003. 256 p.

19. Shih Ch.-F., Venkatesh N. Beyond Adoption: Development and Application of a Use Diffusion Model. The Journal of Marketing. 2004. Vol. 68. No. 1. Pp. 59–72.

20. More R.A. Developer/adopter relationships in new industrial product situations. Journal of Business Research. 1986. Vol. 14. No. 6. Pp. 501–517. DOI: 10.1016/0148-2963(86)90011-1

21. Organizational Project Management Maturity Model (OPM3) Knowledge Foundation. PMI, 2003. 420 p.Information about the authors: A.М. Silakov – Dr. Sci. (Econ.), Professor, A.V. Generalova – Cand. Sci. (Econ.), Associate Professor.