FEATURES OF THE USE OF MARKETING TOOLS IN DOMESTIC ENTERPRISES OF THE FURNITURE INDUSTRY
Abstract
The article examines the current state of development of the furniture industry in Ukraine. The main trends in the development of this industry during recent years, which were accompanied by the COVID-19 pandemic and full-scale invasion and russian aggression, have been clarified. It was established that the production of furniture decreased in 2022, but in 2023 it increased by almost a third, about 5% of the enterprises of the furniture industry were destroyed. An analysis of the volume of sales of industrial products in Ukraine, as well as the volume of sales of manufactured furniture by domestic enterprises for 2019-2023, was carried out. It was found that the share of manufactured and sold furniture is less than 1.0% in the total volume of domestic industry. It has been established that the volume of furniture imports to Ukraine has decreased, which strengthens the position of Ukrainian furniture manufacturers in 2022. However, the export of furniture from Ukraine to the world decreased. The main trends in the field of furniture production that have gained popularity in recent years have been identified. The first trend is the use of eco-design, namely the production of furniture using environmentally friendly materials and technologies, environmentally friendly glues and lubricants, painting with harmless paints. The second trend is the personalization of furniture to the tastes and preferences, lifestyle and preferences of customers. Recommendations for domestic furniture manufacturers regarding the use of digital marketing tools have been developed. The proposed marketing tools are: creating and maintaining your own website, using SEO, maintaining pages in popular social networks, implementing email marketing and using content marketing, conducting online advertising, using 3-D modeling and virtual reality (VR) technologies. Considered risks of improper use of marketing tools and implemented marketing strategy, which require the involvement of experienced specialists, or the use of outsourcing services. Development of recommendations that the proposed digital marketing tools can be used in the practice of domestic enterprises of the furniture industry.
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