Economy, finances, management: topical issues of science and practical activity

LUTSIAK  Vitalii  –  Dr. (economics), PhD (candidate, technics), As. Prof., Head of The department 

of marketing and agrarian business. Vinnytsia National Agrarian University (21021, Vinnitsia, Keletska 

st., 94, 69, LutsiakVV@gmail.com).

MAZUR Kateryna – PhD (candidate, economics), As. Prof., Head of The Department of Agrarian 

Management, Vinnytsia National Agrarian University (21008, Vinnitsia, Pirohova st., 3, 

kv_mazur@ukr.net).

MOSTENSKA Tetiana  –  PhD (candidate, economics), As. Prof of Agrarian Management 

Department, Vinnytsia National Agrarian University (21008, Vinnitsia, Pirohova st., 3, 

mostik_t@ukr.net).

One of the strategic planning functions is to establish a closer relationship between the entrepreneurial nature of business and the products and services offered through the development and implementation of business plans.

Today, the Internet is used by hundreds of millions of people, including teens, youth, and adults. This makes possible to consider the Internet as the largest demographic resource

These circumstances create a lot of positive results and provide new business and planning opportunities for a promotion.

The purpose of the article is to substantiate and develop the business plan of the company's promotion complex on the Internet, which involves the use of modern marketing digital tools and aimed to obtain commercial and social benefits.

In given paper it is shown, that functional business plan helps in implementing a strategic plan by organizing and activating specific business units (marketing, finance, manufacturing, etc.) to implement a business strategy in everyday activities.

An entrepreneurial idea (business) consists in developing an information and communication complex for the promotion of goods (services) of enterprises in the global market through the creation of digital products (page capture in the form of a land-site, a site-store, a site-business cards, pages in social networks, etc. effective marketing text, design, connection of additional services such as YandexMetrics) to create a positive image of the enterprise, region, country and increase the loyalty of potential and real consumers.

Based on the study of methodology and business planning experience, we have developed a set of enterprise promotion on the Internet and calculated the costs of its implementation, as well as the effect of the implementation.

Business implementation involves the creation of the following products: creation of one-paged advertising sites (landing); creation of corporate internet pages; SEA adaptation of sites; ledogeneration; brand recognition (coverage). The main advantages of the products offered as a result of the implementation of this business plan is the complex promotion of the brand, speed, efficiency, profitability, quality, guarantee, taking into account the specifics of the enterprise, specialization in the directions of B2B and B2C. The main disadvantages compared to the competitors of products offered as a result of the implementation of this business plan is a relatively lower frequency of reporting (average periodization of reporting – once a week).

When creating marketing tools on the basis of digital marketing tools, potential clients are private enterprises and individual entrepreneurs, small (micro) and medium-sized enterprises of different types of developing businesses that plan to expand markets, utility companies and integrated organizations integrated into value chains.

According to our estimates, the capacity of the Ukrainian market for marketing services on the Internet will amount to UAH 207806.7975 million. per year.

Implementation of the technological process of creating digital products for the enterprise product promotion complex is carried out in 2 (two) stages: 1. Development and launch of the capture site; 2. Development and launch of promotional pages in popular social networks.

The resources necessary for the implementation of this business plan consist of computer accessories and other accessories, office accessories and furniture, premises, software, protection and safety, qualified specialists, office supplies, technical equipment, electricity and energy costs , ESV payment and single tax. Total annual expenses for material maintenance of activity amount to 200 thousand UAH.

Personnel resources consist of a specialist in the design and structure of digital marketing products, a specialist in the educational content of digital marketing products, a specialist in the analysis of target markets, specialist in the translation of advertising appeals, descriptions, text content, content of web objects. Total annual labor costs for specialists amounted to 276 thousand UAH.

Possible volumes of production by the planned business and gross sales volume of 3436 thousands of UAH. With the appropriate approach to project realization, the recoupment takes place after the third month of activity, and the annual profit, according to the indicated values of expenses and income, may amount to 3,000 thousand UAH.

A promising direction for the development of the established business is the use of modern digital tools to ensure the functioning of the core business.

After the project is implemented, it is planned to direct efforts on the development of human capital, its own capabilities, relations with clients, ensuring the development of the market of IT services and establishing good relations with the government.

The profitability of the project is 628%. The payback period of the project is 0.2 years or 2.5 months.

The social outcomes of the proposed project are creative stimuli and accelerators of the desired economic transformations in the context of global change and challenges.

The implementation of the proposed project will provide opportunities to improve the quality of the social sphere by creating new jobs, increasing revenues to the budget and social benefits, organizing a separate line of youth education and cooperation in the area of developing cooperation with local self-government bodies, and implementing its own social responsibility program.

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