INCREASING COMPETITIVENESS OF AN INDUSTRIAL ENTERPRISE BASED ON MARKET SEGMENTATION

In this article, theoretic approach to analyzing competitiveness of an enterprise in an industrial market is regarded. Market segmentation is outlined as the key factor of increasing competitiveness of a firm in the market economy environment. Characteristic features and development trends of the polyvinyl chloride profiles market, as well as industry monopolization level are determined. The article deals with the impact of a customer-centric marketing policy on the competitiveness of an industrial enterprise based on segmenting clients and conducting customized marketing programs. Analysis of theoretical approaches and methods of industrial market segmentation is conducted. The segmentation of the polyvinylchloride profiles market is done by the hierarchical cluster analysis method with the help of the Statistical Package for the Social Science (SPSS) software. The following features are taken into consideration as market segmentation criteria: geographical location; scale of a customer; features of technologies used by a customer; customer activity; delivery volumes; peculiarities of interaction with end-users, urgency, the size of an order. Key factors helping to succeed in the market are identified. Competitiveness polygons of an enterprise are formed based on key competitive advantages before and after implementing customer-centric program.