Transcript Підвищення ефективності ЗЕД підприємст

ALFRED NOBEL UNIVERSITY, DNIPROPETROVSK
DEPARTMENT OF INTERNATIONAL ECONOMY AND
ECONOMIC THEORY
INCREASE OF EFFICIENCY OF FOREIGN
ECONOMIC ACTIVITY OF ENTERPRISES
ON THE BASIS OF BRANDING
Maryna Kazakova
Scientific supervision by Yu.Yu.Khvatov
OUTLINE
1. The theoretical and methodological basis
and world experience in the use of
trademarks.
2. The role of trademarks in the foreign
economic activity of an enterprise.
3. Ways of improving trademark
management in the foreign economic
activity of the enterprise on the basis of
branding.
Subject, Object, Objective and Tasks of Research
The subject of the study is the features of brands in international business.
The object of the study is the role of brand in foreing economic activity.
The objective of the present study is to improve the efficiency of foreign economic activity on
the basis of branding.
To fulfill the objectives of the study the following tasks have been set and solved:
 to research the theoretical perspective on the categories of "brand name" and "brand";
 to study foreign experience of developing and operating brands;
 to define the features of trademark management under the conditions of economic activity;
 to provide some general organizational and economic characteristics of the enterprise;
 to analyze the range of products that the company exports to foreign markets;
 to assess the impact of the brand on the export activities of the company;
 to consider measures to improve the brand management system in foreign companies;
 to assess cost-effectiveness of the branding measures for the improvement of the
business’s foreign economic activity.
Trademarks of Six Transnational Corporations
in 67 Countries
Corporation
The total
number of
trademarks
163
Brands that exist in
50 countries of the
world
(%)
6 (4%)
Local brands
(only in one
country)
(%)
59 (36%)
Colgate
Kraft GF
238
6 (3%)
104 (44%)
Nestle
560
19 (4%)
250 (45%)
P&G
217
18 (8%)
80 (37%)
Quaker
143
2 (1%)
55 (38%)
Unilever
471
17 (4%)
236 (50%)
Total
1,792
Organizational Structure of JSC Obolon
JSC Obolon
Plant in Alexandria,
Kirovograd region
The malting plant in
Chemerovtsi, Khmelnitsk
region
Pyvovarnia Zyberta, subsidiary
in Fastov, Kyiv region
Sevastopol
pivobezalkogolnyi zavod
Ltd
Krasylivske, subsidiary in
Khmelnytsk region
JSC Bershad pyvcombinat
Obolon Agro Ltd
JSC Akhtyrka pyvovarnyi
zavod
Agrofirma named after V.D.
Slobodyan, LLC
JSC Dyatkivtsi, in
Coloma, Ivano-Frankivsk
region
JSC Rokytnov sklianyi
zavod, Rivne region
Structure of Export Supplies of JSC
Obolon, 2010-2012
CIS
Russia
Far Abroad
Trends in the consumption of beer production in 2013
(Belgorod and Voronezh region)

The level and
dynamics of beer
consumption

Assessment of
purchase direction
dynamics of brand
loyalty

Dynamics of the
index of brand
promotion efficiency

Index of competitive
potential of the brand
Share of HoReCa in the Structure of Sales of TM
Obolon Beer in Russia, %
5
4.6
4.5
4
3.5
3.2
3
2.6
% 2.5
2
1.5
1
0.5
0
2010
2011
2012
Частка
HoReCa
у структурі
збуту пива
ТМ
у РФin Russia
The share
of HoReCa
in the structure
of sales
of«Оболонь»
TM Obolon beer
Budget of Bar Tender Campaign and BAR TEAM Motivational Program
Components of the budget
Amount, UAH
Making corrections in software and website design
http://www.obolon.ua/
Information support
Recruitment costs
Scratch cards
Stickers
Creating and updating the database
268619
134309
174602
83943
100732
181318
Gift certificates for participants
Other expenses
Total
2383992
30220
3357735
Forecasted Performance of Bar
Tender
120
114
98
100
87
80
78
76
60
60
40
20
0
1 етап
stage
The number
of
Кількість
точок HoReCa
HoReCa points
2 етап
3 етап
stage
stage
Кількість пролитих кег "Оболонь Преміум" на точку
The number of Obolon Premium kegs per point
Thank you for your attention!