IMPROVING THE EFFICIENCY OF MARKETING RESEARCHES IN THE DEVELOPMENT STAGE OF A NEW PRODUCT IN CONDITIONS OF REALIZATION OF IMPORT SUBSTITUTION POLICY

Abstract

Any company cannot remain successful in the market for a long period of time without undertaking action for developing and improving its product range. The market is undergoing constant changes and new products enable the company to react in a timely manner to market shifts and maintain competitive positions and financial stability. For this, organizations are constantly conducting a focused search for innovative projects consistent with the innovation policy and the strategic program of an enterprise. In modern Russian conditions the marketing activity of industrial enterprises is one of the main tools in competition. In this article, the search for new products is carried out on the basis of an analysis of external environment of an enterprise, namely, in the context of implementation of the import substitution policy in the Russian Federation. The article used the method of searching and selecting new products based on the analysis of the customs code; this method allows one to identify the main aspects of the market and get latest information about the market of import-substituting goods at the lowest cost.