IMPROVING COMMUNICATION EFFICIENCY AS A MEASURE OF INCREASING THE INTERNATIONAL MARKETING ACTIVITIES OF THE ENTERPRISE
Abstract
The article is devoted to the issues of increasing communication efficiency as one of the measures for improving the international marketing activity of the enterprise. In today's business environment, communication is a crucial and integral part of the relationship between companies, consumers and other counterparties. This is especially necessary for companies engaged in international marketing activities. The use of effective communication policy tools by the company should help increase the efficiency of its international activities and improve the competitiveness of the company in the international market. The purpose of the article is to study the directions of increasing the communicative efficiency of the international marketing activities of the enterprise by establishing the main opportunities for improving the elements of its website. Determining effective directions for the implementation of communications in the international market is possible only if the analysis of the marketing environment in which such an enterprise operates. During the study of the possibility of improving the efficiency of communication activities of the enterprise, a number of factors were identified by the authors. It is important to notice, that they will have a significant impact on the process of communication efficiency. They were systematized according to the Lasswell`s model of communication. The study was conducted on the example of the official website of the joint-stock company Technologia. Technologia JSC is a leading packaging manufacturer with vast experience in food and beverage industry. Today, the company is part of the Technologia Group and supplies its products to 63 countries and has 3 production sites («Teo BY» LLC in Belarus, MUZEL LTD in Poland, TEO UK Packaging Limited in Great Britain). To identify promising areas of development and increase communication efficiency in the international activities of the company, the authors analyzed the strengths and weaknesses of the company's website using SWOT-analysis. Based on the SWOT-analysis, the authors proposed a number of measures to improve communicative efficiency of the website and the company.
References
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