DOI: 10.18503/1995-2732-2024-22-1-174-184
Abstract
In the last few years, metallurgical enterprises have been forced to operate in difficult economic conditions, face a large number of obstacles that require prompt decision-making. Early 2022, metallurgical enterprises were to rebuild their work under severe sanction restrictions from Western countries. In recent years, many metallurgical enterprises have been building a strategy for their development, taking into account the need to ensure a steady pace of development in the unstable external environment. The research is aimed at conducting a marketing analysis of the external environment of a service company of a metallurgical enterprise using the example of LLC USC. The marketing analysis of the external environment of the service company of the metallurgical enterprise is carried out using a STEEP analysis, M. Porter’s Five Forces model, and a SWOT analysis. The service company, despite its main purpose of serving the needs of a particular enterprise, is an independent legal entity and should take into account the influence of the external environment when developing tactical and strategic plans. The novelty of the research lies in the fact that the conducted marketing analysis takes into account the market situation and the influence of the external environment not of the entire MMK group of companies, but focuses on the service company, LLC USC. Firstly, this is due to the fact that the organization does not solely satisfy the needs of PJSC MMK for repair and maintenance of equipment, as some types of work are performed by other contractors, and secondly, LLC USC performs work for other customers. The analysis results indicate the external factors that have the greatest impact on the activities of LLC USC. The authors assessed the service company's sector and determined a level of various types of threats within the framework of the competition in the sector. Both strengths and weaknesses of LLC USC were identified in terms of the external and internal environment. The analysis results showed main problems of LLC USC caused by sector-related special features, the company's position on the market, a political and economic situation in the country, etc. To overcome these problems and minimize their consequences, the authors determined the marketing goals of LLC USC.
Keywords
external environment, STEEP analysis, M. Porter’s Five Forces model, SWOT analysis
For citation
Kuznetsova M.V., Zinovyeva E.G., Selivanov А.S. A Marketing Analysis of the External Environment of a Service Company of a Metallurgical Enterprise. Vestnik Magnitogorskogo Gosudarstvennogo Tekhnicheskogo Universiteta im. G.I. Nosova [Vestnik of Nosov Magnitogorsk State Technical University]. 2024, vol. 22, no. 1, pp. 174-184. https://doi.org/10.18503/1995-2732-2024-22-1-174-184
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