Substantiation of marketing strategy choice of region transit potential use

Abstract

Introduction. In the conditions of market relations the transit potential occupies one of the main places among constituents which determine the effective functioning of region economy. However for the realization of region transit potential  it is neede the clear marketing strategy, that worked out taking into account a situation, which was folded at the market of transit transportations, technical and economic state and possibilities of  region transport system  to render the transit services. Nowadays at the level of power executive branch the strategy of the effective use of region transit potential is absent. Additionally the determination of corresponding strategy becomes complicated through the considerable variety of strategy types and absence of strategy choice methodology.

Purpose. The substantiation  of the use of region transit potential strategy on the basis of Thompson-Strickland matrix approach  and factor analysis of  H. Wildeman strategies has been made.

Method (methodology). In the article comparative analysis, method of scientific generalization, grouping of statistical data, graphic and tabular methods of presentation of results, matrix model of  Thompson-Strickland strategy   choice, factor analysis of H.Wildeman strategies  are used.

Results. Using  the matrix of  А.Thompson and А.Strickland strategy  choice   depending on the dynamics of height of  transit transportations (services) market and competition position of  region transport complex,  territorial strategy of the region transit potential  use is selected. For this purpose the market of transit transportations in the world for the last few years is analyzed, which showed the increase of  transportations volumes. The competition position of  transport complex of the Zaporizhzhya region is determined as "weak" one. Therefore the stress is on the strategy of horizontal progressive integration, which foresees  new markets as the new geographical regions. For the choice of the competitive branch strategy of the region transit potential use the test-table of H.Wildeman allowing the choice of differentiation strategy as the most acceptable branch strategy adapted to the object of research is used.

Thus, the determined regional marketing strategy of the region transit potential use  is  interpreted as territorial-branch strategy and complemented by the accessory (ensuring) programs. The association of transit service markets of Zaporizhzhya and Dnipropetrovsk areas is also offered for realization of compatible projects of  territory development, to reach  positive synergic effect.