Marketing research of the transport services market

The main idea of a marketing strategy for the functioning of the railway in the face of a drop in freight traffic and competition from other modes of transport, as well as the absence or insufficiency of state subsidies to ensure operational activity, is to adapt to changing market conditions and actively influence the transport market and consumers of transport services.

The main problem at present is ensuring a normal level of income for the road. The solution to this problem is possible with accurate and objective information. Hence the main objectives of marketing research:

• •      determination of the attitude of cargo owners to the activities of the

Belarusian Railway;

• •      identification of conditions under which customers can increase the

volume of loading;

• •      the search for the possibility of switching to the railway freight

transport from road transport.

The effectiveness and efficiency of marketing research depends on compliance with a number of requirements:

• 1)    research should be comprehensive and systematic, and not random or incoherent in nature;

• 2)    in their implementation, a scientific approach based on objectivity, accuracy and thoroughness must be observed;

• 3)    research should be carried out in accordance with generally accepted principles of fair competition, fixed by the International Code of Marketing and Social Research;

• 4)    marketing research should be carefully planned and consist of a set of successive stages.

Like any research, marketing research consists of four mandatory steps:

• •      formulation of goals and formulation of the main objectives of this

study;

• •      collection of necessary data and information;

• •    analysis and systematization of the collected data, their processing;

• •    presentation of research results - development of conclusions and recommendations.

The methodological foundations of marketing consist of general scientific methods (system analysis, complex analysis, target-oriented planning), analytical and prognostic methods (linear programming, queuing theory, connection theory, probability theory, network planning, economic and statistical methods, economic and mathematical modeling , expertise) and teaching methods, borrowed from various fields of knowledge of sociology, psychology, aesthetics, design, ecology, etc.

An integrated approach allows you to explore the market situation, considering it as an object with different directions. For example, the problems of the market for an individual service (product) may be related to changes in demand, supply or price. Studying them in a complex can justify strategic and tactical decisions to get out of this situation.

In the development and implementation of marketing strategies and tactics, target-oriented planning is widely used.

Linear programming as a mathematical method for choosing from a number of alternative solutions the most favorable (with minimal costs, maximum profit, least time and effort), is used to solve a number of marketing problems. For example, the development of new tr. services with existing technical equipment.

When solving the problems of choosing the priority of servicing cargo owners, scheduling the delivery of goods and other similar tasks, the methods of the theory of mass service are applied. They provide an opportunity, firstly, to study the emerging patterns associated with the presence of a stream of service requests, and, secondly, to observe the necessary sequence for their implementation.

Communication theory, which considers the mechanism of “direct feedbacks”, provides signal information about processes that go beyond the established parameters. In marketing activities, this approach makes it possible to manage stocks of goods (regulation of receipts and shipments).

Probability theory methods help to make decisions that come down to determining the probabilities of the occurrence of certain events and choosing the most preferable one from possible actions.

The network planning method makes it possible to regulate the sequence and interdependence of individual types of work or operations within a program. It allows you to clearly fix the main stages of work, determine the timing of their implementation, delimit responsibility, save costs, provide for possible deviations.

The solution of real marketing situations is greatly helped by the method of business games. Simplified models of competitors' behavior, strategies for entering new markets can be “played back” to find optimal solutions.

For a comprehensive solution of problems associated with improving the quality of tr. services and at the same time saving material and labor resources, economic and statistical methods are used.

A system of known or alleged connections to honey events, actions or processes can be described using modeling methods. Economic and mathematical modeling is very effective, which makes it possible, taking into account the existing factors of the external and internal environment, to assess the development prospects, the market capacity of the technical specifications, determine the most rational marketing strategies, possible response steps of competitors, optimal marketing costs to obtain the required profit margin.

A special place in the methodological arsenal of marketing is occupied by expert assessment methods. They allow you to quickly get an answer about the possible processes of development of a particular event on the market, identify the strengths and weaknesses of the railway, evaluate the effectiveness of certain marketing activities. The methods used are “Delphi”, “Brain attack” and others.

Methods of sociology allow you to explore the processes of disseminating information on the market, to identify consumer attitudes to innovations, to study the development of various spheres of human life, its value orientations.

In marketing research, anthropology methods have also been applied, which allows a better study of the market environment, taking into account national cultures and living standards.

Sources used:

"Экономика и социум" №12(67) 2019