Implementation of strategic marketing management to improve the performance of company of Kazakhstan market place
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Date
2022
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Abstract
The topic of effective enterprise development becomes particularly relevant in times of crisis, including after the ongoing pandemic that began in 2019 and has been affecting the global economy for three years. The pandemic has led to a significant deterioration in the main indicators of the solvency of enterprises, their reliability and efficiency. Enterprises of some industries, including the aviation, tourism and hospitality industries, assumed excessive risks for their core activities, which affected the efficiency of their functioning. The efficiency of an enterprise as a scientific category is represented in many scientific disciplines that study business problems in one way or another: marketing, management, strategic management, economics, personnel management, financial management. This study examines the impact of strategic marketing management on the company's efficiency, including in the post-crisis period, namely on the aviation industry company - Air Astana. The survey took place in March 2022 and 26 respondents took part in the interview, which consists of employees aged 23 to 55 years. The sample is divided into those respondents who are related to the airline's marketing department and those who work in other departments. This study is a marketing qualitative study that aims to study various factors of the external and internal environment of the enterprise. Content analysis makes it possible to take a broader approach to the study of a new phenomenon, one of which is the impact of the Covid-19 pandemic on the strategic marketing management of the company.
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aviation, tourism and hospitality industries, effective enterprise development, marketing department, masters dissertation