INVESTIGATION OF THE INFLUENCE OF MARKETING ENVIRONMENT FACTORS ON THE ACTIVITY OF INDUSTRIAL ENTERPRISE

Abstract

The article substantiates the influence of factors of the marketing environment on the activities of the enterprise in the market of adhesive products. The dynamics of the volume of construction work performed by types of construction products for 2014–2018 was investigated, it was found that the production of glue depends on the state of development of the construction industry. Based on the analysis of the dynamics of Ukraine’s foreign trade in raw materials for the manufacture of glue and finished products, it was revealed that the annual sales of wallpaper glue in Ukraine are about 8–11 thousand tons (21–24 million UAH), of which 75–80 % imported products. An analysis of the import of raw materials for the manufacture of glue and finished products showed that Germany, Italy and Poland are the largest importers for the product group “Ready glues and other adhesives”, and domestic manufacturers export raw materials for the manufacture of glue and finished products to the Russian Federation, the Republic of Moldova and Uzbekistan The share of exports of the product group “Ready-made adhesives and other adhesives” to these countries is 50–68 %. An assessment of the factors of the external and internal environment on the activities of manufacturers of glue for wallpaper using SWOT analysis.