Construction of an evaluation model for companies' sustainability marketing

In this paper we define marketing stability of companies as companies' capability of operating under uncertain developing market conditions with the purpose of strengthening the competitiveness and accommodating the interests of the owners, society and government. The role of administration in marketing stability at the present stage of national companies' development is shown therein. As a result of the research we have identified three components of marketing stability: market, competition and consumer ones. We propose a three-dimensional model for evaluating marketing stability of companies. The process of developing the model is thoroughly traced in the expansion of three components. At the first stage, we determine indicators that affect the level of marketing stability in the expansion of three components (market, competition and consumer ones). At the second stage, we take the specifics of companies' activity into account, and then outline a list of specific indicators representing the influence of every constituent on the marketing stability of companies. At the third stage, we establish an evaluation method for every indicator and its quantification. At the fourth stage, we determine integrated criteria. At the fifth stage, we determine integrated indicator intervals and evaluate the stability level considering various integrated criteria. We propose three levels of stability evaluation of the component: [0;33] - disequilibrium, [33;67] - stability at risk, [67;100] - high stability. At the sixth stage, we establish correspondence between the integrated criteria values and the level of company's marketing stability. In order to determine the level of marketing stability we propose to use three-dimensional values - rkp, where r is the value of market stability level, k is the value of competition stability level, p is the value of consumer stability level. Whereas the level of the marketing stability component is taken for 1 when integrated criterion falls in the interval [0;33]; for 2 - when it falls in the interval [33;67]; for 3 - when it falls in the interval [67;100]. It is suggested that the generalized criterion or the criterion (r+k+p) be used for qualitative description of summary level of company's marketing stability. At the seventh stage, we identify strategic managerial decisions with the purpose of improving companies' marketing stability. The decisions on strategy selection are taken on the basis of what matrix quadrant, formed by combination of factor proceedings, a given company belongs to by its characteristics, id est in accordance with the level of marketing stability (rkp). Thus, we have developed a three-dimensional evaluation model for marketing stability, which is constructed in the expansion of three components (market, competition and consumer). On its basis the main principles of strategic management of company's marketing stability have been determined.

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